Posts Tagged ‘corporate communications’

Corporate Communication: Shoot in all Directions

by Matthew Carmen on August 29, 2011

Any company – whether it’s two people or 200,000 – must have a coherent internal communications system in place, enabling it to thrive on every level within the organization.  As with many things, it all begins with a plan. A good communications plan will include processes that allow all employees to both hear the message and be heard as well.  Succeeding with that communications plan also means the senior management team must fully comprehend and embrace the ‘message’ related to corporate policy and new strategic initiatives to all employees in a way that they will understand.

Corporate communications can take many forms: email, memos, website announcements, manager conversations and town hall meetings, and the like.

Let’s look at an example: A company needing to implement a revised strategy for growth.  The first method of communications will likely be in the form of senior management explaining the new plan to their direct reports – the VP and director-level management staff – in a management town hall-type format. Other useful first methods might be an offsite management retreat, or a memo explaining the new strategy and what the responsibilities of certain corporate functions will be. This first communication must be followed by other reinforcing communications, such as the ones that were mentioned above , if the new strategy is to become successful.

The key to a successful corporate communications plan is that all employees must: a) receive the message, b) understand the message, c) understand how the message will affect their way of doing their job, and d) know that they can communicate back up the chain of command when needed.  This last point is very important in order for a new strategy or other initiative to be successful.  Employees who are actually doing required work are closest to the actual processes involved with that work, and thus tend to know – better than those in leadership – what does and what doesn’t work well.  Therefore, a successful corporate communications program allows employees to communicate their issues and ideas up the chain of command and allow for more successful implementations or provide more timely knowledge that can change a failing program.

So whether we’re talking implementation of a broad-reaching corporate strategy, or a successful personal relationship, communications is the name of any successful game.  Either way, in order for everyone involved to be on the same page and work towards the same goals, communications needs smart planning and must go in all. Ready…aim…