An integrated communication implementation model for the post-2000 business environment

• A conceptual model is proposed for integrated communication post-2000.
• The strategic intent of the organization drives integrated communication.
• Constantly repositioning the organization allows strategic thinking and synergy.
• The model contends that three areas of integration are necessary.
• The model promotes unity of effort in the new business landscape for cohesion.

Strategic integrated communication in the relationship between an organization, its stakeholders, and the post-2000 business environment is fundamental to ensure that the organization is viewed as unified in its intent. Literature proposes various implementation models of strategic integrated communication but most literature is pertinent to the last century. Consequently there is a need for an integrated communication implementation model for the post-2000 business landscape with its specific challenges and opportunities. The primary objective of this article is to present the model for implementing strategic integrated communication post-2000. This model was developed in a study consisting of three phases: a critical review of existing literature; in-depth qualitative interviews in and phase 3 where the authentic model was conceptualized. As a result, the integration of three levels to promote a united effort in relationship building constitutes the organization itself, its stakeholders, and the environment as a whole.