Purpose and Goals of the Chapter

This chapter introduces integrated communication and explains how public relations strategies and tactics work within, and complement, a wider mix of marketing, advertising, and public information messages. The cases in this chapter show this kind of integration at work.

Outline of Key Chapter Themes

• Integrated communication focuses on how public relations strategies and tactics work within, and complement, a wider mix of marketing, advertising, and public information messages. In this regard, public relations attempts to make these various components work together seamlessly so that an organization can present a complete, reliable, and believable message that aligns with stakeholders’ interests and desires.
• The CLOROX Ick Awards used a live Twitter awards show to turn the mundane subject of household cleaning into an engaging social media topic among modern parents (ages 25–40).
• The Optical Society (OSA) serves as a global catalyst for the science of light. To celebrate their centennial, the OSA’s social media presence was amped up on Twitter, Facebook, Reddit, and LinkedIn by creating ongoing centennial content. They also worked to promote a Light the Future speakers’ series and hosted celebrations at OSA meetings throughout the year, including the 100th birthday bash at the annual meeting.
• With the impending repeal of the gay marriage ban in Florida, the next step was the creation of a “big idea”--which turned into the “Love is Love” wedding--to celebrate marriage equality and extend a congratulatory message to the LGBTQ community as same-sex marriage became legal.

Chapter Outline

The CLOROX Ick Awards

Situation
Research
Action Planning
Communication
Evaluation

The Optical Society’s Centennial Year Celebration: Reflecting a Century of Innovation

Situation
Research
Action Planning
Communication
Evaluation

“Love Is Love” Wedding in Fort Lauderdale

Situation
Research
Action Planning
Communication
Evaluation

Case Summaries

The CLOROX Ick Awards

CLOROX wanted to build on this approach and convert this younger generation into brand enthusiasts, highlighting the important role CLOROX products play in not only cleaning up life’s messes, but also freeing up time for the important things in life, like spending quality time with family. Through research, we knew where to find modern parents: on social media, looking to share and commiserate with their peers. In early 2014, the CLOROX Ick Awards took real-time marketing to the next level, letting parents co-create content with us on the fly. We recruited Rachel Dratch, a mom and former “Saturday Night Live” star, along with actors from the Second City comedy troupe, to improvise a live awards show on Twitter. We invited parents to call the shots in real time. Moms and dads participating in the live Twitter party became the creative force behind the CLOROX Ick Awards, sharing funny stories from parenthood in real time using the hashtag, #Ickies. CLOROX surpassed all of its set goals for the CLOROX Ick Awards, including use of the campaign hashtag #Ickies, and campaign exposure as measured through both social and traditional media impressions.

The Optical Society’s Centennial Year Celebration: Reflecting a Century of Innovation

OSA is the “leading professional organization for scientists, engineers, students, and entrepreneurs who fuel discoveries, shape real-life applications, and accelerate achievements in the science of light.” OSA engaged in comparative research in 2011 to look at what other science-based societies had done to capture 100 years in the making. That year it interviewed members of the centennial planning committee for an oral history project on the global impact of optical science. With a $120,000 budget, we began the centennial PR program with a soft launch in 2015--a 100-day countdown to the official start on January 1, 2016. Then, the campaign began with the tagline “Reflecting a Century of Innovation.”

We conducted media training in December 2015 with key leaders in the Society, including reviewing briefings materials and offering an in-person interview preparation course. We amplified OSA’s social media presence on Twitter, Facebook, Reddit, and LinkedIn by creating ongoing centennial content (e.g., updates/event, blog posts, milestones, member videos), all under the banner of an “I am #OSA100 proud” promotion. The centennial website featured the 100 icons from the exhibit, OSA centennial publications including the “Century of Optics” book, the CAKE tool kit with presentation templates, event guidelines and social media suggestions, Centennial Authentic Moment member videos, and a time line. With the support of our members, who willingly shared their stories, and an organized communications effort, we were able to measurably increase the visibility of OSA and promote the advancements of science around the world.

“Love Is Love” Wedding in Fort Lauderdale

Under the leadership of the Convention and Visitors Bureau’s Director of LGBTQ Marketing, Richard Gray, and with marketing dollars to support LGBTQ tourism, the GFLCVB had long promoted the destination to LGBTQ travelers and businesses since the first ad campaign in 1996 called “Rolling out the Rainbow Carpet.” With the impending repeal of the gay marriage ban in Florida, the next step was the creation of a “big idea”--which turned into the “Love is Love” wedding--to celebrate marriage equality and extend a congratulatory message to the LGBTQ community as same-sex marriage became legal.

The goal of the Love is Love wedding was to further GFLCVB’s positioning as the undisputed destination of choice for LGBTQ travelers. When the ban on gay marriage was lifted and marriage equality became state law on January 6, 2015, the CVB vowed to execute the wedding by February 5, 2015. The campaign formed partnerships with travel companies to enhance the event--including JetBlue, Cruise Planners, and the W Fort Lauderdale Hotel--to provide a complimentary two-night stay, round-trip airfare, and an opportunity for one lucky couple to win a seven-night Celebrity Cruise honeymoon. To add extra excitement and media appeal, Finn Partners secured celebrity performer Lance Bass as the event’s Love is Love Ambassador. The Love is Love event garnered several prestigious awards, making it one of Fort Lauderdale’s most awarded single campaigns.