Abstract
M.A.
This study determines the role of public relations as a marketing communication function in RAU's integrated marketing communication approach. The research topic was selected for numerous reasons. Firstly, dramatic changes have occurred in the tertiary educational domain, which causes universities to adapt their marketing communication approaches. Based on these environmental changes, the Public Relations Division at RAU commissioned the study on the research topic, which is the second consideration for the study. The debate on integrated marketing communication shows, in the third place, that this approach is increasingly important. On closer investigation there is a definite need for a thorough literature review with an authentic integrated marketing communication approach, driven by the integrated organizational functioning and processes. From a public relations perspective, on closer investigation, there is a need for the direct empirical examination of the role of public relations as a contributing function of integrated marketing communication in order to narrow the gap between literature and empirical evidence. To achieve the research objectives, an extensive literature study had to be
undertaken. Integraled marketing communication had to be researched in depth, to achieve a thorough understanding of the philosophy of integrated marketing communication. Hence, the contextualization of integrated marketing communication was examined to understand how the concept is applied within an organizational setting. Following from this, it was established that the integrated marketing communication programme can be seen as the advanced application of integrated marketing communication within the organizational context. The role of public relations as a marketing communication function was then explored within this integrated marketing communication approach. It was established that a shift towards a more marketing:oriented approach to public relations was increasing, thus the importance of marketing public relations. The study was enhanced by two phases of research conducted within RAU to meet the objectives of the study. The first, quantitative phase determined the extent to which RAU's communication activities is integrated. The measuring instrument used is the integrated marketing communication mini-audit scale. It is essential to note that all organizations are integrated to a certain extent (Duncan
& Moriarty, 1997:14). Therefore, this study did not focus on establishing whether RAU as an organization is integrated. In the second, qualitative research phase, the role of public relations as a marketing communication function within RAU's integrated marketing communication approach was determined. The issue that became apparent throughout this study was that integrated marketing communication in any organizational context is of strategic importance for the "unity of effort" of the greater well-being of the organization. It was found in this research project that there are fundamental concerns for RAU regarding
integrated marketing communication, and that public relations is practised on a technical, traditional level. The results of this study are primarily based on three key findings: firstly, the lack of core competency within the Division of Public Relations, secondly, the lack of cross-functional planning and operations within this department, and thirdly, a lack of interactivity with stakeholders. It is put forward that RAU should concentrate on the basic requirements and infrastructure necessary to utilize integrated marketing communication and that marketing public relations should be an integral part of the functioning of RAU as
a tertiary educational institution.