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Administrating Integration: The Principles Of Integrated Communication In The Institutional Setting, Brian G. Smith

Journal of the Association for Communication Administration

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.