The Necessity of Integration


Ishviene Arora


The corporate communications field is today more dynamic than ever. Its evolution has multiple sources: an increasingly fragmented media, an appetite among large companies to exert control over their image in new ways, and work that is more integrated.

Sharp, motivated people is another source of that evolution. “The need for organizations to maintain their public image will continue to drive employment growth. Candidates can expect strong competition for jobs at advertising and public relations firms and organizations with large media exposure,” is how the Bureau of Labor Statistics somewhat dryly describes the employment outlook for public relations specialists.

The newest edition of PRWeek, its annual career issue, dives deeply into the top trends that affect both newer and senior-level communications professionals.

We found the section on the evolving roles and responsibilities of chief communications officers particularly revealing. But one theme stands out: the necessity of integration.

Our CEO, Daniel P. Simon, led off the story with an endorsement of both organizational and tactical integration: “If you don’t build the agency in a way that truly favors an integrated approach, the brain trust that you bought won’t stick around,” he said.

The article continued: “For Simon, integration is being driven by clients, and agencies are only responding to their needs. Successful integration partly hinges on architecture, if the agency is set up in such a way that encourages collaboration between divisions.”

This focus on integration is at the heart of Vested’s approach.

Click through to read the full PRWeek feature.

(Image via PRWeek.)