Individuals expect a seamless communications experience no matter where organizations are communicating. The reality however is that many organizations struggle with integrated communications. On top of that, new forms of paid communication – including social integrations, influencer amplification and syndicated content – continue to blur the lines between advertising and PR. While not new – it dates back as a hotly debated topic since advertising agencies proposed merging the two disciplines in the 1970s/80s to avoid losing profit – what does this mean for us as communicators? Where do we even begin to plan such an integrated approach? How do we get colleagues to stop working in siloes?