Integrating communications: is the ideal achievable?

Abstract

Much of the communication strategy literature propounds the ideal of integrated communications. To support the achievement of an organisation’s aims and goals and to prevent a fragmented image of the organisation emerging, all communication, both internal and external, should be aligned, consistent and comprehensively integrated. This article examines “Contact 20/20”, a communication strategy recently put in place by a company providing supply chain management to the international oil and gas industry, and considers how that strategy measures up against some of the ideals put forward in the literature.

Citation

Massie, L. and Anderson, C.L. (2003), "Integrating communications: is the ideal achievable?", Corporate Communications: An International Journal, Vol. 8 No. 4, pp. 223-228. https://doi.org/10.1108/13563280310506395