Realists recognize reorganizations for what they are: opportunities to do things better--to change business as usual to reflect best practices, new tools and technologies, and current challenges in the marketplace. At educational institutions, perhaps no area is as sensitive to those shifts as communications and marketing offices. The advances in technology and increase in media outlets in the past decade have had communications and marketing professionals continually considering how to remake their offices to work effectively. Today, technology (particularly social media) and tightened budgets brought on by the economic downturn are fueling the reorganizations and restructuring that have been taking place at many schools, colleges, and universities. As technologies and job descriptions change, contemporary communications and marketing departments are becoming less defined by tactics and tools and are moving more toward a strategic alignment of teams with shared goals. The structures of communications and marketing offices are changing because the jobs within them are changing. These strategic realignments reflect the shifting nature of the work.