Communication integration: An analysis of context and conditions

Integrated communication has been discussed as both a process and a concept. On the one hand it is mechanical, through message and image matching, channel management, and measurement. On the other hand, it is also conceptual, based on a unique organizing philosophy that underscores communication mechanics. The latter, which can be termed “the spirit” of integration, has received little attention in the literature in spite of its influence on communication. This article proposes contextual variables that underscore and facilitate integration, including flexibility, adaptation, an open social system, and other informal processes. The article concludes by illustrating these contextual variables in the integrated communication efforts at a nationally-ranked hospital.

► Integrated communication is considered a management process but is underscored by contextual factors.
► I outline contextual and managerial (mechanical) factors in an example of a large hospital.
► Mechanics factors include media management and executive directives.
► Contextual factors include the organization's social structure and values.
► The need is to consider integration as an organic concept that is nurtured as much as it is managed.