Integrated Communication

16	Integrating Marketing Communication and Public Relations: A Stakeholder Relations Model

Anders GronstedtUniversity of Colorado at BoulderKreab/Strategy XXI

If you can only deal with yolks or whites,it’s pretty hard to make an omelette.

—Gene Amdahl (cited in Kanter, 1983, p. 156)

The purpose of this chapter is to bring public relations and marketing communications into a common conceptual framework. I am arguing that the divisionalizing of the communications responsibility into narrow disciplines has created communication technocrats. Marketers and public relations practitioners are both preoccupied with the technicalities of their tools, distracting them from the joint communicative purpose they serve. They ask myopic questions for which ...