The Strategic Elements of Integrated Communications
Science is defined as an organized body of knowledge for forming testable hypotheses and predictions. In order for public relations and marketing to be examined scientifically it is necessary to organize it by creating a taxonomy to describe each element clearly. This taxonomy allows the interrelationship between each element to be better understood — and an ontology to be created.
The Lean Communications Periodic Table ™ contains the key strategic elements for each communications discipline. Using these elements it is possible to build testable strategic hypotheses that can be tested in the specific context of an organization in order to predict the likely success or failure of a defined strategy.