Integrated marketing communication (IMC) plan is a document with all the different parts of a marketing plan. It is used to guide the implementation the marketing plan (Ogden & Ogden, 2014).  The IMC tools are the integrating tools such as advertising, public relation activities, online marketing and direct marketing. Product and services are effectively promoted by integrating all the various brand communication tools.

In the IMC plan, the role of public relation is to identify how to communicate with the clients effectively. Organizations depend on demand for profits. It is significant to identify how the products and services will benefit the end user and how to make the end user understand the benefits of the products. Public relations come in to solve this problem. Brand communication will increase demand.

Public relations have evolved at a high rate and this calls for an effective way of measuring its success. One of the ways to measure the success of PR campaign is to set measurable goals. At the start of the campaign, the specific goals should be well defined (Ogden & Ogden, 2014). The scope of the goals will affect the measurement methods and definitions of success. When the goals are achieved, then the PR plan is said to be a success.

Another way would be to set benchmarks. Benchmarks should be established based on what the organization quantitatively, qualitatively or clearly determines success. It is common for PR campaigns to utilize media outreach which makes it easy to track tone. Hitting the benchmarks is a sign of success (Ogden & Ogden, 2014). Another method would be to quality of media coverage. Qualitative measures such as prominence, tone, and share of voice are all indicators of campaign success.

Reference

Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising,public relations, and more. San Diego, CA: Bridgepoint Education

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