Organic integration: the natural process underlying communication integration

Abstract

Purpose

The purpose of this paper is to progress research on integrated communication management from its current debates on definitions and normative models to research‐based understanding of how integration works and is implemented at an organisation with a high level of integration. Also, the paper seeks to provide insights for communication managers on implementing successful integrated communication programs.

Design/methodology/approach

This research incorporated a qualitative single case study of an exemplary organisational case of integrated communication, using three data sources: depth interviews, participant observation, and document analysis.

Findings

Communication integration operates organically, through cross‐functional connections and knowledge sharing and facilitated by an open organisational structure whereby integration occurs naturally.

Research limitations/implications

Though other configurations may exist in high‐functioning integrated programs, this study provides a new direction for theory development, and fills a need in scholarship to identify the interactions that integration creates.

Practical implications

This research provides research‐based learning on integrated communication management and implementation, and includes steps to establish a successful integrated program.

Originality/value

The paper will be of special interest to strategists, managers, and practitioners for improving communication processes. It also fills a need in the literature to progress understanding from definition debates to the interworking of communication functions.

Citation

Smith, B.G. (2012), "Organic integration: the natural process underlying communication integration", Journal of Communication Management, Vol. 16 No. 1, pp. 4-19. https://doi.org/10.1108/13632541211198012