When integration becomes duplication

This article was originally published in Strategic Communication Management, August/September 2002. Melcrum Publishing Limited, London, UK (2002).

We know that we need to use an integrated mix of channels to best reach our audiences, but that doesn’t mean sending every major message through every available channel. That’s not integration; it’s duplication. Our employee audiences are telling us loud and clear that they are offended by thoughtless message reiteration.