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

Tie Communications Work to Corporate Metrics and Business Strategies

Good communications professionals always connect the communications plan to the business strategy. But many focus on a particular aspect of that strategy rather than the big picture. We can also feel like we spend the majority of our time fighting fires or reactively working on internal and external news. So it is important to carve out time to be proactive.

As Woods (2004) says, “The first step is to identify the strategic corporate goals that can benefit from the successful planning and execution of communications initiatives. These goals may include: driving sales leads and revenue; increasing customer retention or loyalty; increasing employee satisfaction; building brand ...