Break Down Communications and Marketing Silos

Grant J. Heston writes about higher education and healthcare branding, communications and leadership.

I’ve read several posts lately making the case that marketing and communications leadership roles should remain separate.

I see it differently.

The goal for large, complex organizations should be reducing silos that interfere with strategic storytelling. That starts by integrating marketing and communications.

For organizations, one aligned voice is better than several competing ones.

It's true that marketing and communications are distinct disciplines that require different expertise and instincts. But they are also deeply connected.

And when they are disconnected at the top? Organizations feel it: Messages fragment. Priorities blur. Teams compete for attention, budgets and authority.

Organizations don’t need more turf battles … they need one story told well across disciplines.

That’s my take, at least.

Grant J. Heston has worked at Virginia Commonwealth University (VCU) since 2021.