Continuing with the "integration is the buzzword, and the time to do it was yesterday" theme from last week's feature, it's an appropriate time for all communications executives to
take a step back and evaluate the very basis of their corporation: its organizational structure. Reporting relationships, both horizontal and vertical, must be individualized based
on the organization's needs and business objectives, but it is essential that communications be the thread the ties everyone together. Message consistency, brand image, employee
relations and corporate culture depend on it.