Obstacles to integrated communication (IC) implementation : critiques of existing models and recommendations for a new South African model

Abstract

After almost 15 years of existence, integrated communication (IC) is still difficult to implement in order to integrate all the marketing and communication efforts of an enterprise. It is contended that the first reason for this is the confusion between the concepts of ‘integrated marketing communication’ (IMC) and ‘integrated communication’ (IC). Secondly, structural and/or functional obstacles in existing global models (developed predominantly in Europe and America) prohibit or deter successful communication integration with all stakeholders. The purpose of this article was to explore the differences between the concepts of IMC and IC and to critique the six existing models of IC implementation in order to work towards the development of a more encompassing IC implementation model (especially for South Africa) that truly resembles the essence of IC. An extensive literature study was conducted for the first objective, and comparative analysis was employed as the research methodology for pursuing the second objective. It is concluded that IC evolved from IMC, and it is argued that IC implementation models should address integration from an organisation-wide perspective, including more than merely communication per se. All the various dimensions of communication, both internal as well as external to the organisation, should be involved to ensure total brand communication. The value of the research lies in the fact that an attempt is made to resolve the confusion surrounding the concepts of IMC and IC. Based on this clarification, the existing models of IC are critiqued against the true essence of IC rather than IMC. Lastly, ten recommendations for a new IC implementation model are formulated, and the South African context is touched upon.