This paper discusses ways that speech communication can respond to contemporary societal changes. Information activities now account for nearly half the United States' gross national product. At the same time, studies indicate that college enrollments are beginning to decline, a trend that will increase competition between college disciplines for students and space. To respond to these societal changes and to provide necessary instruction in speech communication without being fragmented by competing disciplines, speech communication educators should shift their focus from speech skills to communication skills, stress the common features of various means of communication while still emphasizing specific communication skills, and institute comprehensive communication programs independent of other college disciplines. (RL)