Integrated Communication as Strategic Communication

AbstractBetween any form of communication there is an unbreakable connection thatcan lead to the improvement of the organizational competences becausecommunication remains one of the basic activities with a great influence on agencies,groups, communities and environments. The communication in successfulorganizations is clearly the integrated one. Integrated communication could only besuccessful when included and subordinated to the global organizational strategy andrequires careful planning and coordinated efforts. This is the easiest way to explain thetitle of this work as the result of a sustained effort of studying this concept. Integratedcommunication is still little known, too little recognized and used and the advantages ofthis type of communication are neglected most of the time in small and averageorganizations. This statement has been demonstrated especially by being adopted by allgreat corporations. The present work presents in its second half the results of aresearch made last year regarding the situation of the integrated communication in theorganizations of south Romania. The aim of this research is to identify the results ofapplying this concept