In today’s dynamic business landscape, effective communication is crucial for the success of any organization. A communication strategy that is deeply rooted in the purpose, culture, goals, and objectives of a corporation plays a pivotal role in aligning the diverse functions and departments within the company. This alignment is essential because each department may have its own unique set of goals and objectives, potentially leading to conflicting priorities and inefficiencies. In this scenario, an aligned communication strategy serves as a guiding force for all communication initiatives and ensures that every message, whether internal or external, resonates with the core values and mission of the company, fostering a sense of unity among employees and stakeholders. Incorporating the various goals and objectives promotes a cohesive and unified approach to achieving overall corporate objectives. It facilitates the sharing of information, resources, and best practices across departments, leading to improved synergy and collaboration.
On a different note, clear and consistent communication regarding the company’s overarching goals and how individual contributions tie into these goals can significantly impact employee engagement and motivation. When employees understand how their work aligns with the broader organisational objectives, they are more likely to feel valued and motivated to contribute to the company’s success.
Connecting the dots
In most organisations I have been working for, the sales department is typically focused on driving revenue and meeting sales targets. However, making them part of the overall communication strategy and plan can create synergy with, for example, the efforts the marketing team or the recruiting team are focusing on. Plus, the sales team might be able to contribute insight on customer experience that may help to adjust direction, tools, and tone of voice in B2C communication.
HR departments, on the other hand, oftentimes prioritise employee satisfaction, talent acquisition, and retention. If your organisation’s focus is on digital communication, however, the HR department can help acquire corporate influencers and brand ambassadors who represent the company in their various communities. Thus supporting the overall brand reputation efforts. A communication strategy aligned with the organisation’s purpose can ensure that HR initiatives are designed to support the company’s culture and values, ultimately contributing to the achievement of broader corporate goals.
The same is true for the operational departments of the company, and even more so for the leadership team. Much of what these teams are working on is worth being used for storytelling. This is why the corporate newsroom concept has grown so popular, particularly among globally operating big corporations. Corporate communication and corporate marketing are in charge of gathering information across the entire organisation and turning it into a constant stream of news and stories that help invite the public to engage.
Inspire, empower, and encourage.
In a nutshell, an overarching communication strategy serves as a platform for a communication framework that aligns the various goals and objectives across the organisation, creates synergy, and presents a unified team sharing the same set of values and enjoying a corporate culture that empowers, inspires, and encourages the entire team to engage with the public and spread the word.