An increasingly global, competitive environment makes organizational crises a reality. And integrated communication campaigns (ICCs) are a strategy for responding to - and for resolving - such crises. This article uses the case-study method to identify five normative implications for the use of ICCs as a crisis-management strategy. It then presents four challenges that practitioners who use ICCs will continue to confront well into the next millennium. They are (1) research strategies and outcomes assessments, (2) new communication technologies, (3) ethics and (4) professional orientation. Finally, it concludes that practitioners' strategic responses to those challenges will determine much of the effectiveness of their research, planning, programming and evaluation today - and in the next millennium.
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