Forum Kierunku Górnictwa i Geologii AGH 2009 (WGGIOŚ)

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Find out what makes integrated communication such an important tool for your company

There is a lot of talk about integrated (or 360º) communication, but it is not always possible to visualize exactly what this concept means. For the doctor in communication, Wilson da Costa Bueno, integrated communication consists of the “articulated set of efforts, actions, strategies and communication products, planned and developed by a company or entity, with the objective of adding value to its brand or consolidate your image among specific audiences or society as a whole”.

In other words, imagine that, on an average day, you wake up and get dressed for work. While having breakfast, take the opportunity to look at your cell phone Laos Email List messages. When you open the family group, among thousands of good mornings, someone shares the link to the new restaurant in town. You just look through the information and continue preparing to leave.

The next day, on the way to work, the radio interrupts the music sequence to give some news. Amidst some product announcements, you hear about that restaurant again. Despite not paying attention to the advertisement, the name of the establishment is already engraved in your memory.

That same week, scrolling through photos on social media, a wonderful pasta catches your attention. Her cousin who lives in the same city tagged her husband in the post. Which is not surprising to her when she looks and realizes that it is that same restaurant. Now, curious, you click. A pop up offers you a discount on the dish, if you register via email.

Why not? You leave your email and take the opportunity to take a closer look at the menu options. At that time, he remembers that he needs to resolve a work issue and closes that page. Even so, at lunchtime, you receive a newsletter with the week's promotional dishes.

Ten days later, his wife's birthday arrives. Looking for a place to celebrate the date, you open the website of today's most famous restaurant guide. There, a journalist describes in detail the atmosphere, dishes, values ​​and audience of the establishment that you have already seen on Whatsapp, social networks , radio, email marketing and, now, on the internet. It's decided, you will (finally) see the place.




Maybe you didn't realize it, but this is 360° communication (or integrated communication) in practice. We see that a company's presence on traditional or digital platforms directly influences the company's commercial interests. To delve deeper into this universe, we can look at an integrated communication model developed by American researcher Gini Dietrich. This method is called PESO and brings together the four existing types of media:

Paid, Earned, Shared and Owned media:

Paid media – this type of exposure involves any action that includes payment for the dissemination of some material. We can include here both expensive advertisements on the back cover of an important magazine and sponsorship of posts on social networks.

Earned media – is basically the work that the press office carries out. In this scope we can include publications in different vehicles at no additional cost, it depends exclusively on the company's own communications team. It is not possible to control 100% of what will be presented through this type of media.

Shared media – covers all content that is shared on social networks. Many companies already use this resource to develop internal and external communication.

Owned media – also known as content production, owned media is all communication made through the corporate website or blog. In this environment it is possible to fully control what is disclosed.
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