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INTEGRATE 2016 featured pioneer in inclusion and diversity


At WVU Reed College of Media’s 6th annual INTEGRATE conference, participants learned about marketing communications best practices and cutting-edge content from experts across the country, but more importantly, they learned the importance of looking for the best in people.

Nzinga Shaw, chief diversity & inclusion officer for the Atlanta Hawks Basketball Club gave the keynote address during the Saturday evening dinner concluding the two-day conference hosted by the Integrated Marketing Communications (IMC) graduate program. A pioneer in the industry, Shaw is the first person to hold her position in the NBA, as well as for any major North American sports league.

Shaw imparted to conference-goers, “When you know better, you must do better.” Embracing a culture of inclusion and diversity is more important than ever in our global society. The ability to communicate with all people is essential, because according to Shaw, a lot of what goes wrong is due to a lack of awareness or misinformation. She spoke about her experiences working for the NFL, Edelman and the Atlanta Hawks and how it is necessary to create a brand platform focused on diversity and inclusion as a core business function. Shaw also encouraged everyone to look for the best in others because what you expect from others is what you will get—life often shapes itself to our outlook.

Additional speakers from HGTV and DIY Network, KIND Healthy Snacks, McDonald’s, General Motors, Just Born Quality Confections, Brains on Fire and more, headlined the conference and imparted their expertise in a diversity number of topics to participants.

As a way to reach even more IMC students, graduates and faculty, as well as industry professionals and prospective students, INTEGRATE was taken on the road for the first time this past October with the conference held in Washington, D.C. With the success of that event, moving forward, the IMC team plans to take INTEGRATE around the country, as well as having the conference in Morgantown every-other year.

INTEGRATE Chicago will be held Nov. 1-2 at Michigan Plaza. For more details, including a conference schedule and speaker information, visit