Abstract

Although most academics and practitioners regard integrated communication (IC) as major development, it is not fully accepted by academia nor fully adopted in the communication industry, largely because of its supposed difficulty to implement (Egan 2007:337). Since its inception there has been much more emphasis placed on the implementation of an integrated communication programme than on the organisational implementation of integrated communication as concept (Niemann 2005:148-149). In this article organisational structure, as frequently mentioned obstacle in IC implementation, is explored and an organisational structure to accommodate IC in the Corporate Relations department of in a higher education context is proposed based upon the requirements of an integrated approach to communication.