A Corporate Communicator's Ultimate Responsibility

This chapter explained the significance and breadth of the corporate communicator role and its importance within organizations. Clearly, it is a role that requires broad-based strategic thinking and the ability to respond quickly to rapidly changing environments.

But how objective should corporate communicators be? To whom are they responsible? Are they advocates for senior management, employees, or the public at large? Is their role similar to that of an investigative reporter: telling the whole truth, no matter how raw or ugly?

The answer may seem obvious: the communicator's responsibility is to ensure the continued business health and integrity of the organization. But what if the communicator ...

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