The public relations contribution to IMC: Deriving opportunities from threats and solidifying public relations' future

Integrated Marketing Communication (IMC) has been regarded primarily as a marketing concept. However, as an ever more dominant context for communication management, IMC presents opportunities for public relations scholarship's contributions to the discipline, in spite of IMC's recognized threats. This article, which outlines the state of the fields of IMC and public relations literature, proposes the way public relations roles in relationship cultivation and organizational behavior uniquely contribute to IMC, and, at the same time, establish management roles for public relations. This article also addresses three challenges facing public relations research in integration by providing a better definition of IMC, establishing relationship cultivation as a critical point in the theoretical convergence of public relations and IMC, and providing a framework through which to conceptualize communication structures.