Related Articles

"Five Steps to Strategy Planning"
Patricia Bayerlein for scm Strategic Communication Management

Underlying any strategic approach to managing communication is a simple plan that makes a direct link between the output of the communication function and the goals and objectives of the organization. In clarifying exactly what we mean when talking about “strategy planning,” Patricia Bayerlein identifies five key steps to the process.

“Inspiring change and driving results: What can your employee publication do for you?” 
Lisa Perkins for Public Relations Tactics

Beyond simply reporting on company news and events, employee publications can influence change by inspiring new thinking and behaviors that lead to improved performance and business results.

“Measuring behavior change”
Patricia Bayerlein for Strategic HR Review

Most HR and communication professionals share a common belief that the ultimate goal of their efforts is to facilitate a change in behaviors that directly links to improved business results. But they may have different perspectives on how to effectively measure behavior change in the context of management objectives and often employ different approaches.

“Telling the corporate story: vision into action”
Morgan Marzec for Journal of Business Strategy

A corporate story is a narrative tool that tells the tale of a company’s strategy in action. It is a clear, structured, compelling articulation of “who we are” and “where we’re headed” that rallies emotional and rational support from stakeholders. More than mere words, however, the corporate story’s strength lies in its ability to align leaders, drive decision making and mobilize the organization.

“The six principles of performance communication”
Patricia Bayerlein and Rose Gailey for Strategic HR Review

Increasingly, organizations are becoming aware that engaged employees are fundamental to achieving business success. Alignment between HR and communication is at the heart of achieving true engagement and high performance.