The article deals with different interpretations in investigating the sense of the notion “integrated communications”. There are a number of semantic and practical areas, where one can discover the actual uncertainty of this notion. Consequently, the deviations at the concepts of integrated marketing communications, public relations and technological determination of communications practices are marked and described. The thesis of inequality of the “integrated communications” and “integrated marketing communications” is put forward. Eventually, the authors explore several “points of growth” and innovative sense making to project the possible directions for integrated communications further development. These items relate to case study, technological, social oriented marketing and corporate management approaches to expand the content of integrated communications. In conclusion, the renewed definition of the integrated communications notion is formulated.