If you tune in to industry reports and research, Arthur W. Page Society meeting agendas, and business analyses, the drone of a "trend-in-the-making" is likely to hit you in the
face. Apparently, it's all about integration now - integrating structures, integrating functions, integrating people. But if you listen to the people driving the business - the top
communications and PR executives - you'll quickly realize that, while it is all about integration, it's really not. Confused? Keep reading and we'll explain.