As an emerging paradigm for communication management, integrated communication, also referred to as integrated marketing communication (IMC), poses challenges to communication administration, particularly when institutes of higher learning face a departmentalized context that may impede integration efforts. This article outlines the principles of integrated communication and illustrates them in a university’s integrated communication efforts. Integration may function as an organic process of interpersonal and social connected.
Smith, B. G. (2012). Administrating integration: The principles of integrated communication in the institutional setting. Journal of the Association for Communication Administration, 31(1), 46-54.