A rise in integrated marketing and an increasingly savvy buying public are changing how consumer outreach is done. Alexandra Bruell and Erica Iacono were in Chicago for this Edelman-sponsored roundtable


The participants


Shannelle Armstrong, director of PR, Sears Holdings


Todd Hansen, cofounder, OíMalley Hansen 


Ashley La Croix, manager of communications, retail, bakery, and foodservice, Sara Lee


Josh Lohrius, creative director, Dig Communications


Scott Morris, senior manager of PR, ...