A number of factors, both external and internal, are increasingly requiring a strategic approach to corporate communications. However, despite the regulatory imperatives, organizational difficulties, and a growing need for companies to increase their trust of their voters, many companies continue to make tactical, short-term approach to communication, which is not only non-strategic, but may, in fact, incompatible with the its corporate strategy, or even the way. The authors conducted more than 50 interviews with managers, financial directors, corporate communications and investor relations at companies that represent the state of affairs in the field of corporate communications, companies are facing serious crises and survived, and some big corporate communications, but generally do not recognized for their efforts. Offers lessons and best practices framework that allows managers to think about the purpose of their organization for each individual message, determine which counties are critical to achieving this goal, and to understand what types of messages for delivery via that channel. "Hide
by Paul A. Argenti, Robert A. Howell, Karen A. Beck Source: MIT Sloan Management Review 9 pages. Publication Date: April 1, 2005. Prod. #: SMR174-PDF-ENG
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