The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

CHAPTER THIRTEEN

THE ROLE OF COMMUNICATIONS IN COMPANY BUSINESS STRATEGY

Kellie Garrett

As a professional business communicator, you know how to craft communications strategy that produces measurable outcomes. You know how to shift stakeholder opinions. You incorporate internal and external audience analysis in your work and devise initiatives and tactics to realize communications strategy goals. In short, you know your craft.

So how would you rate your knowledge of your company's business strategy? What is the value proposition? What are the key metrics on the corporate scorecard? Does the work you are doing further the business strategy? Does it contribute to increased customer loyalty or enhance employee engagement? How will the operating ...