Integrated communications is the way to go – agreed; But hang on, the similarity just ends there

As an industry insider and like most professionals am happy with the prominence accorded to integrated communications as a concept and it being touted as the next big thing. However, of late that happiness is giving way to wariness of the lopsided manner in which many in the industry are projecting or communicating it to be. Before I try to focus on what truly is 360’ etc. let me get one thing straight:

Why is communication increasingly on the boardroom agenda?

More often than before, Boards now have the responsibility of being a good corporate citizen, living up to the expectations of customers and employees, besides managing higher complexities of operating globally. Boardroom agenda being rewritten is placing importance on communications, hence communication professionals are gaining a place in the leadership team.