Why You Should Care About Communications Integration

There's a great deal of chatter in the PR field these days about "integration." meaning the coordination of communications and procedures across all disciplines to gain maximum
leverage with the media. "Alignment," meanwhile, means adhering to a core set of messages throughout an organization so there is consistency in all communications. Alignment and
integration are two simple principles to make sure everybody within the organization is in sync. But shall ever the twain meet?