1. Public Relations PURE311 Learning Unit 4 Integrated Public Relations or Integrated Marketing Communication 5 May 2011

2.  Understand the IC concepts  Explain the theoretical components  Discuss the primary areas where change and evolution necessitated integration  Outline the evolution of IC  Discuss the co-ordination between PR, marketing and business management  Outline branding and its role in IC  Explain brand characteristics  Explain the drivers of brand relationships  Discuss the benefits of brand relationships 2 DPR3-LU4- IntegratedCommunication 5 May 2011

3. Homework/Class work 1 Student manual pp 122-124 1.1Read and understand each concept in the definitions of IC by Duncan (2001) Niemann (2005) Rensburg & Cant (2009) 1.2Explain the focus of IC 1.3 Find an organisation/s on the Internet that exemplify/ies the three ways in which IC can be applied, as indicated by Hallanhan (in Toth, 2007) 1.4Identify and explain the theoretical components of IC as identified by Rensburg & Cant (2009) 1.5Explain the three primary areas where change and evolution made integration necessary, as identified by Duncan (2006) 3 5 May 2011 DPR3-LU4- IntegratedCommunication

4. Homework/Class work 2 Student manual pp 124-128 2.1Understand each era of the time line for the evolution of integration in Table 8, pp 125-127 (Barker & Angelopulo,2006) Note how the focus on relationships shifted to building long-term relationships and brand loyalty, and how integrated marketing management shifted from a focus on Marketing to also including Public Relations and Business Management 2.2Discuss the coordination between Public Relations, Marketing and Business Management according to Niemann (2005), Fox (2006), Dozier, Grunig & Grunig (1995), Newsom, Turk & Kruckeberk (2007), Grunig, Grunig & Ehling (1992), Bishop (2006), Du-Plooy-Cilliers (2003), Buckley (1967), Grunig & Grunig in Rensburg & Cant (2003) and Barker & Angelopulo (2006) 4 5 May 2011 DPR3-LU4- IntegratedCommunication

5. Homework/Class work 3 Student manual pp 129-131 3.1Understand branding and integrated communication by defining the concepts of brand, brand identify and image, and branding 3.2Identify the tangible and intangible attributes of brand characteristics as sourced from Ouwersloot & Duncan (2008) in Table 9 on p129 3.3Discuss the ten drivers of brand relationships which are at the heart of integrated communication as defined by Duncan & Moriarty, 1997 in Rensburg & Cant (2003) 3.4Describe the benefits of brand relationships as sourced from Ouwersloot & Duncan (2008) and outlined in Table 10 on p130, specifically relating to benefits to the company and benefits to the customer 5 5 May 2011 DPR3-LU4- IntegratedCommunication

6. Homework/Class work 4 Student manual pp 131-133 4.1Read the case study on KFC South Africa: Hunger to Hope (World Hunger Relief) Campaign 2008 by Magna Carte and extracted from www.publicityupdate.co.zawww.publicityupdate.co.za 4.2Identify and summarise how integrated communication contributed to the KFC brand as well as supported its Corporate Social Investment (CSI) initiative Integrated communication is at the heart of Public Relations Public Relations works with other management functions to contribute to overall organisational success PR establishes and maintains communication systems and structures to support strategy, strategic planning and management and strategy implementation through programmes and campaigns 6 5 May 2011 DPR3-LU4- IntegratedCommunication