Managing the Integrated Communication System: Circle of Fellows #57

You cannot discuss internal communication these days without someone asking about the blurring of the line between internal and external. When done well, there has never been a clear boundary between internal and external, since they are designed to achieve common objectives. When strategized to work together, along with all facets of external communication, this is known as “integrated communication,” a system that coordinates and harmonizes messages from various senders and to various audiences. It is composed of rules (including policies, procedures, and formats) and tools (including distribution channels, styles, and timelines).

How to make this work was the subject of an hour-long conversation on 21 May 2020,with four IABC Fellows: Priya Bates, Diane Gayeski, Angela Sinickas, and Stacy Wilson.

About the panel

Priya Bates is a senior communication executive who provides strategic internal communication counsel in order to ensure leaders, managers, and employees understand the strategy, believe in the vision, act in accordance with the values, and contribute to business results. She is president of Inner Strength Communications in Toronto and previously served as senior director of Internal Communications at Loblaw Companies Limited.

Diane Gayeski is recognized as a thought leader in the practice and teaching of business communications.  She is Dean and Professor of Strategic Communications at the Roy H. Park School of Communications at Ithaca College, and provides consulting in communications analysis and strategies through Gayeski Analytics.  Diane was recently inducted as an IABC Fellow; she’s been active in IABC for more than 30 years as a featured speaker and think tank leader at the international conference, the author of 3 editions of the IABC-published book, Managing the Communications Function, and the advisor to Ithaca College’s student chapter.  She’s led more than 300 client engagements for clients including the US Navy, Bank of Montreal, Fiat, Sony, Abbott Diagnostics, and Borg-Warner focusing on assessing and building the capacities and new technologies for workplace communications and learning teams.

Angela Sinickas is the founder of Sinickas Communications, which has worked with companies, organizations, and governments in 32 countries on six continents. Her clients include 25% of the Forbes Top 100 largest global companies. Before starting her own consulting firm, she held positions from editor to vice president in for-profit and government organizations and worked as a senior consultant and practice leader at Hewitt and Mercer. She is the author of a manual, How to Measure Your Communication Programs (now in its third edition), and chapters in several books. Her 150+ articles in professional journals can be found on her website, Her work has been recognized with 21 international-level Gold Quill Awards from IABC, plus her firm was named IABC Boutique Agency of the Year in 2015. She holds a BS degree in Journalism from the University of Illinois at Urbana-Champaign and an MS in Leadership from Northeastern University.

Stacy L. Wilson, ABC helps clients get more ROI from their technology investment; specifically leveraging technology for collaboration and communication. She focuses on the people and process sides of intranets and digital workplace, including strategy, governance, usability, content, and adoption. She works for global, Fortune 1000 clients, particularly those with a lot of employees who don’t sit in front of computers; for example, industries such as mining, oil & gas, healthcare, utilities, manufacturing, etc. She is an international speaker and enthusiast of bluegrass music, hiking, food, and whiskey.

Shel Holtz

Shel Holtz, IABC Fellow, ABC, is director of Internal Communications at Webcor, a commercial general contractor headquartered in San Francisco. Before joining Webcor, Shel spent 21 years as principal of Holtz Communication + Technology. In addition to integrating technology into communications strategies, his expertise includes strategic communications planning, change management, organizational culture, business initiatives and communications research.

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