Abstract
An opportunity exists for today's internal communication teams to move to the next level of strategic alignment with their internal clients. One way to accomplish this is to take the more traditional method of strategic communication planning and embed it into a business unit's strategic planning process. When this is completed successfully, an internal communication team can shift from a more responsive, tactical role in support of another business unit to becoming a proactive conscience of an organization that is also a communication coach for leaders and a more formalized driver of employee execution against strategic initiatives. This identified opportunity is supported by a literature review that covers communication and its role in strategic initiative outcomes, leadership and their communication skills, language and context, persuasion tactics, and what make a communication plan strategic. Based on these insights, a revised model for developing a strategic internal communication plan is presented and discussed. The intent of the revised model is to (1) promote better alignment between an internal communication team and business unit clients, (2) aid internal communications team with maintaining credibility at the leadership table, and (3) provide the internal communication team with a platform for demonstrating how they are delivering against bottomline business unit results.
Published Version
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