Integrated Communication: From Theory to Performance Winner of “Top Paper” award from the Research Foundation of the International Association of Business Communicators June 1996 Gayeski, Ph.D. Associate Professor and Chair, Dept of Corporate Communication Ithaca College and Partner, OmniCom Associates 407 Coddington Road Ithaca, NY 14850 (607) 272-7700 gayeski@omnicomassociates.com and Barbara E. Woodward Manager of Training and Development Abbott Diagnostics 96 Willow Parkway Buffalo Grove, IL 60089 CONTENTS:ABSTRACT THE RENAISSANCE COMMUNICATOR CONCEPTUAL FOUNDATIONS A MODEL FOR DEVELOPING INTERVENTIONS IMPLEMENTATION OF INTEGRATED COMMUNICATION BARRIERS OPPORTUNITIES & STRATEGIES REFERENCES ABSTRACTAs business processes and management styles are changing, there is a need to change the traditional models of practice in organizational communication. A new model for integrated communication management is proposed, based on concepts of market-based strategic communication, human performance technology, business process reengineering, and a systematic method for analysis and development of communication interventions. This article presents the theoretical basis for the model, several examples of how organizations are applying this concept, and recommendations for the development of new skills and orientations for organizational communication and training professionals. THE RENAISSANCE COMMUNICATORAs organizations of all types are rapidly transforming their business processes and management styles, the traditional roles of internal communication professionals may well become obsolete. Landes (1992) described the conventional roles of organizational communicators as “reporters, promoters, and corporate apologists”, and numerous researchers and practitioners have critiqued typical practice models as being reactive, not strategically aligned with management, and oriented towards narrow, technical, production-cent...
