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Strategic Communication Imperative
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This is an MIT Sloan Management Review article. A number of factors, both external and internal, are increasingly demanding a strategic approach to corporate communications. Yet, despite regulatory imperatives, organizational complexities, and a growing need for companies to increase their credibility with their constituencies, many companies still take a tactical, short-term approach to communication that is not only nonstrategic but may, in fact, be inconsistent with their corporate strategy or even impede it. The authors conducted more than 50 interviews with CEOs, CFOs, and heads of corporate communications and investor relations at companies that represent the state of the art in corporate communications, companies that have faced and survived major crises, and some that are great corporate communicators but not usually recognized for their efforts. Offers best practice lessons and a framework to enable executives to think carefully about their organization's objectives for each specific communication, determine which constituencies are critical to meeting that objective, and understand what kinds of messages to deliver through which channel.