Building off last week’s mention of “The PESO Model,” Tom and Curtis discuss the power and benefit of integrated communications with Nikki Little, Senior Vice President at Franco, who shares her insights on integrated communications and the PESO model. The conversation covers topics such as the evolution of the communications industry, the keys to keeping communications integrated, the role that specialists and generalists play now and will going forward.

Takeaways:

• Integrated communications involves the integration of paid, earned, shared, and owned media to build trust, authenticity, authority, and brand awareness.
• Strong internal communication and cross-departmental collaboration are key to keeping communications integrated.
• Specialists and generalists both play important roles in integrated communications, with specialists focusing on specific areas and generalists providing a well-rounded perspective.A strategy-first approach is crucial in integrating a non-integrated marketing toolkit.
• Collecting and analyzing data is essential for making informed decisions and measuring the success of integrated communications efforts.

Franco’s website and podcast, frankly: franco.com

Connect with Nikki on LinkedIn: https://www.linkedin.com/in/nikkilittle/