Just as no two snowflakes are the same, the fifth PR News/VMS Thought Leaders Roundtable proved no two communicators think the same, taking the "Future of
Integrated Communications" theme in a previously unexplored direction and offering executive-level commentary on the challenge of effectively implementing integrated
communications strategies. The attendees at the May 1 event in Chicago approached the discussion with frank examples of day-to-day snafus, strategic advice for overcoming them,
and case studies of top-notch integration practices in action. (See sidebar, p. 6, for a list of attendees.) Here's a summary of what they had to say.