This multiple case study of two organizations with differing degrees of integration of their communication functions demonstrates that public relations may not assume an inferior “marketing support role” with higher levels of integration. Rather than become relegated to marketing support functions, public relations’ role in strategic management may increase with higher levels of integrated communication. Public relations can lead an organization’s integrated communication through its emphasis on mutually beneficial stakeholder relationships. This study also answers Hallahan’s (2007) call to conceptualize communication structures and public relations and marketing convergences in an integrated communication setting.
[download id=”408″]
Brian G. Smith
University of Houston
2010
