Back Talk: What’s In A Name?

Integration? Strategic alignment? Connectivity? A recent PR News/VMS Thought Leaders Roundtable held in New York City sparked some controversy surrounding the term and its implications for organizations. While some attendees considered integration to be the blurring lines between PR and marketing, others were quick to point out that it is less about fusing departments into "one" function and more about aligning, imbedding and connecting communications with functions throughout the organization.

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