20.4. Part Six: Lessons Learned

  • Communication functions in most companies today aren't really communication functions. They devote most of their time and attention only to the formal communication media and channels.

  • Most communication functions in companies were designed for a time that no longer exists. They need to reinvent themselves. They need to assume more strategic and operational relevance. They need to manage communication for value. They need to become counselors and business partners. They need to align and integrate with other key staff functions and line operations.

  • The organization's leadership must decide what kind of communication environment is required in order to win in the marketplace. They need to determine the function's ...

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