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LINKING INTERNAL COMMUNICATION AND BUSINESS STRATEGY 1. Many internal communication professionals have expressed a desire to link their efforts more closely with their organization's overall strategy. 2. Although the internal communication function is more strategically involved than it has been in the past, many practitioners still feel they are simply called in to implement strategies after the key decisions have already been made. 3. Despite the widespread interest in becoming more strategically involved, many internal communication departments have yet to create a mission statement or strategy for their own function. 4. A strategy for an internal communications department would clarify how it intends to help fulŞl organizational goals. 5. Such a strategy would also clarify internal communication's role vis-ˆ-vis the top decision-makers and other departments. 6. A communications strategy could also help raise the function's status and proŞle within the organization. 7. Internal communication functions play a major role in disseminating their organizations' missions, visions and values. They are increasingly called upon to help formulate these constructs as well. 8. Internal communication helps to ensure that strategic decisions are implemented at an operational level by translating strategic decisions into operational terms. 9. Faced with the threat of cutbacks, the communications team at Royal Bank of Canada needed to prove its strategic worth to the business. The team accomplished this by transforming itself from a tactical communications service to a strategic partner. If you are a subscriber, click here to read the full briefing. Click here to find out how to subscribe. |
