Chris Brogan has an excellent post on the point that social media needs to be a team sport. In it he focuses on social media and the need for a team approach, but I think that it is worth applying that approach to communications as a whole.
Connecting with your stakeholders, with your public – with your community works best when it is approached holistically. You can have a great PR strategy and not be able to execute on the plan if there isn’t a connection between what you want to share, how you want to start and maintain the conversation and where the content comes from.