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

Success for the Twenty-First-Century Communicator

Changes in corporate thinking become a valuable opportunity for the twenty-first-century smart communicator. This type of communicator helps build an equally smart organization that thinks like and communicates effectively with its customers. Being able to stay the course is a significant part of achieving this. All too often, good intentions end up unfulfilled as the realities of day-to-day obligations overtake efforts to lead competitors and connect more deeply with customers. To improve the odds, it is important for the smart communicator to:

• Create a communications plan. Thinking like a customer does not happen overnight, nor is it without challenges. Delineating a course based on a realistic ...