chapter  15
Communication and Integrated Planning
Pages 8

When our Canadian hosts invited me to give the talk here today on integrated communications planning, my reaction was to tell them that I was the wrong person to give that talk because I did not believe in integrated planning. It is almost implicit when one uses golden words like “integrated” that one is talking about a good thing. So if one sets up a session with a title like “integrated planning” one generally as­ sumes that that is a desirable goal and that the subject of discussion will be why the world needs it and how to achieve it.