The Importance of Communication in Integrated Advertising and PR

Communication is an essential part of Advertising and PR. But what does it mean? When thinking of it in simple terms, it seems like it may boil down to the exchange of information which is true, though its meaning appears to go far beyond that.  

With the advent of social media and the internet, there are thousands upon millions of ways to communicate, but it isn’t just language. Even without language, all humans communicate. Whether it's through sight, sound, or facial expressions – like when your friend lands that flip after a thousand fails. Even without the exchange of words, when they look at you, you know exactly what they are saying.  It doesn’t just stop at people either. Everything communicates, like bees that dance and birds that sing. Even in nature, with trees that speak to one another through their roots. Communication is the very connection that we have through other people, ourselves, and the world.  

With Ad and PR, whether you are writing a news release or designing an ad, there are many elements to choose from that will make a difference in how you communicate with your audience. The words you choose, the images you pick, and even the font sends a message.  It is important to consider all these components when you decide how you communicate, only then will you succeed.