Of course, for maximum impact, it may be appropriate to use two, three, or all of these media. If the gravity of the message is weighty, it deserves multiple channels and multiple forms of media. Leaders need to plan how their messages will be disseminated. We call this planning integrated communications—multiple channels and multiple media working together. The virtues of integrated communications are threefold: One, you can design a message to work in different ways for different media; two, you increase the chances of the message’s being seen and heard; and three, you can use the media to keep the message fresh and alive—and therefore of greater interest.
A good example of integrated communications is the launching of a new vehicle. Commercials appear on television and radio. Ads show up in magazines, in newspapers, and on billboards. And the vehicles appear in dealer showrooms. Likewise, companies that want to communicate key issues may convene an all-employee meeting, send letters to employees’ homes, and post banners in employee cafeterias. In both instances, the organizations are integrating channels and media to ensure exposure to the message.