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

A Strategic Role

To be most effective, corporate communicators must play a strategic role, regardless of the type of organization or corporation in which they work. This means that they must take a broad and in-depth look at the organization, truly understand its needs, assess where communication would be most effective, and develop a plan to make it happen.

It is the responsibility of the corporate communicator to manage communication that:

• Supports organizational goals and objectives
• Ensures a healthy flow of information in and among all levels of employees and management (healthy means that the most useful information is flowing to the people who need it, when they need it)
• Is consistent throughout all the organization's activities
• Keeps ...