A Strategic Blueprint For Integrated Strategic Communications

Public relations and marketing fundamentals are well-defined. Each discipline has an academically-accepted system; whether Grunig & Hunt’s models of public relations, Culliton and Borden’s Marketing Mix, McCarthy’s 4Ps made famous by Kotler, or Bernays systems for propaganda (later renamed public relations).

What has not been done is to develop a single system that incorporates all of the individual discipline systems into a single cohesive operating system, to enable the measurement of an integrated communications strategy in terms of business impact.

Until now.