Integrated communications as a way to synthesize political information

Abstract

The article examines the features and trends in the development of integrated communications as a strategic approach in public relations in the political environment. The results and conclusions show that the political sphere, as well as other spheres of modern human activity, needs various channels and tools to create a more effective pool of interaction with a large audience of information consumers. In our opinion, in this regard, the integration approach is most appropriate, which makes it possible to better coordinate the message with a variety of key actors by using a variety of channels provided by modern development of communication tools. These can be social networks, blogs, electronic magazines and newspapers, and necessarily political events or events in the field of politics. The article also concludes that it is integrated communications that provide the greatest opportunity for various departments to integrate with all the functionality of public relations, since the activities of marketing, advertising, and departments are summarized and additionally it is possible to evaluate the effectiveness of departments and companies through various metrics, which allows you to adjust strategies depending on the results.