A benchmarked assessment of the strategic management of corporate communications

Abstract

This study of leading Canadian corporate communication (CC) departments indicates that a majority had not integrated CC management and strategic planning systems. CC concerns were generally only implicitly discussed during top-level planning meetings and CC matters were included mostly as background information in strategic plans. The practice of strategic CC has produced only some of the outcomes its proponents claim are possible. Based on its actual roles, CC was not elevated in the organization for achieving strategic status.

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