During the IABC/Washington panel discussion on 2010 trends, I posed the following question: Is 2010 the year we break down silos? In retrospect, I asked the wrong question.
Breaking down silos is critical, but it’s not about whether we do it–it’s about how. In the communications world, I’m finally hearing more conversation around “integrated” again, but I still see media separated from PR separated from marketing within organizations. Agencies are often worse (think digital practice groups, for example).
When will companies be ready to stop organizing their operations around tasks? And how might this new look take form?
Photo by accent on eclectic (Flickr).
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