I am a techie freak. I love all the latest gadgets and toys that are marketed to make our lives easier. I am an admitted sucker for shiny objects with lights and buttons and useless features, but I am a self aware sucker. I do realize that all these gadgets do very little to make my life any easier. In fact, when going through airport security trying to juggle my laptop, Blackberry, Ipod and PS2, I have repeatedly been struck by my own absurdity.

That being said, Steve Jobs unveiling of the new Apple - iPhone filled me with more than the usual anticipation. This device could actually be different. It might actually make my life easier. Why, you ask? Integration. This single device combines the functionality of all my assortment of gadgets into one. I have a feeling that this is the one device that finally gets me organized and efficient.

That might be a bit of an overstatement, but I am very much a believer in the concept of integration and centralization.

Last week I met with the leadership of a New York based golf management company to talk about their communication program. One of the primary challenges of a mid to large golf operation is the same as any other mid to large sized company- good communications. We talked in some detail about the need for integration between the varied communications programs needed by any organization.

Here are some of the keys of a good plan:

Marketing and PR are flip sides of the same coin- all good marketing plans have a public relations component. PR is a separate discipline, but relies on the same information and must be formulated utilizing the same overall branding umbrella.

Internal Communications are as important as External Communications- companies, particularly those doing business in multiple locations will receive better service from employees who feel that they are part of something and that their opinions and ideas matter.

Communications with your audiences require good listening skills- you must be willing to listen as well as enunciate. If you are doing email blasts to members- ask for input in polls or surveys. The same is true for employee communications. Utilize technology to start a dialogue.

All communications need to go through a centralized gatekeeper- it is imperative that a central person or committee review and approve all content that is going out to various publics. This is particularly true if you are working with an outside agency or agencies. If you are forced to have separate PR, web and advertising firms (which is certainly not the ideal), you will need to work a bit harder to coordinate the efforts of all of these entities. If you can work with a full-service firm, that is always a better way to go.

After all- the less devices you have to juggle, the less absurd you will look.