Are your PR people communicating the same key message points as your advertising specialists?Are they on the same page as your sales promotion people?Are they all working from the same brand-building strategies? Evaluating the successes and failures and, together, re-evaluating tactics to maximize ROI? Trading leads about media coverage in your industry?Scheduling advertising and media relations to maximize editorial coverage?Are these people even in the same building as your Web-based marketers?If you answered "yes," you're in the minority.If not, don't feel like the Lone Ranger. Companies whose PR, advertising and promotions efforts are dis-integrated more often are the rule than the exception. So how do you integrate your marcom efforts? Develop an IMC plan — not PR, ad and promotions plans with separate objectives. To do this, the three disciplines need to do the research and write the situation analysis. Then, they can work through the resulting SWOT (strengths, weaknesses, opportunities and threats) analysis to draw conclusions, establish objectives and devise strategies, timelines and specific plans to use the strengths of the appropriate marcom discipline to get the jobs done. Want to know more? Visit the "blue pages" in our book "Pyramids are Tombs." Many communications professors refer students to these planning process pages because they look at marketing challenges holistically — rather than as problems to be solved by a promotional, ad or PR tactic. The premise is that companies will derive the most power by coordinating their PR, advertising and promotional efforts to speak with one voice. All communications. One voice.