PR Execs Make Way as Integration Takes a Seat at the Table

The concept of integration has a long and storied history of dipping its lithe finger into wading pools of every sort, from the politics of civil rights to the logarithms of calculus, to the bandwidth highways of cyberspace. But, as the PR profession slowly transforms into an emboldened carbon copy of its former self, integration has become an integral part of every successful business function. Members of the Arthur Page Society will explore its impact on PR in their upcoming spring meeting, and Paul A. Argenti, professor of corporate communication at the Tuck School of Business at Dartmouth, has written extensively on the subject. This increased attention to the concept confirms one thing: Integration - or the practice of streamlining processes - of communications is quickly becoming a necessary practice across the entire corporate spectrum.

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