Following last week’s post, one of my readers said: “Tell me more about how task forces work in integrated marketing. I think most readers least understand the group process aspect of integration, and yet you suggest that it is a critical component.”
I have described the way I view the strategic communication subject matter as bringing the substance of marketing, organizational behavior, and group dynamics into what many still call the public relations and advertising field. And in doing this, the additional skill of group facilitation becomes a key part of professional practice. Where many managers are too impatient to use group process in decision-making, I assert that significant organizational transformation and advancement becomes possible though informed, empowered, and inspired groups.
Institution-wide task forces have the potential to get a critical mass of informed people on the same page with respect to competitive advantage. I have found this to be the case even in very large institutions. And when “inside” people are telling the same story on the outside, their “word-of-mouth” impact can be extremely powerful. Today such messages find their way into social media, and when they go “viral” they become what we call the “buzz.”
An effective task force is made up of representatives from the major program areas inside the institution. These should be people who have some instinct for, and/or interest in, marketing communication, not necessarily the administrative heads. The primary agenda topics should be (1) the identification of the institution’s brand identity, (2) the clarification of how each program’s distinct sub-brand identity connects with the overall brand, (3) keeping each other informed about what the others are doing, and (4) helping each other solve problems and address issues.
Getting people on the same page with respect to competitive advantage requires facilitated group process. Therefore, it is a significant aspect of “integration” in today’s integrated marketing and communication practice.
Larry D. Lauer 
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