Communicate or Else!
By Beth Gallob

“The more information, the greater the need for functioning and effective communication.� Peter Drucker

One of the keys to surviving in today’s competitive business environment is communication. Superior communication—internal and external—will help your organization improve its work environment, promote an “intrapreneurial?� attitude, enhance productivity, increase customer satisfaction, and lower development and operating costs.

?Because the function of communicating extends across organizational boundaries, those of us in the communication business have the unique opportunity to make an impact in all areas of the corporation. We can help define and develop communication strategies, products, and processes that support corporate missions and objectives. By eliminating conflicting messages and duplicate work, we can produce consistent, integrated communication products and shorten the product development, marketing, and sales cycles.

Along with the CEO, CFO, CIO, and CTO, there is also a need at the executive level for a CCO. Thoroughly grounded in communication, business, and management principles, the Chief Communication Officer participates in corporate strategy development, translates those strategies into an understandable corporate mission and objectives, and ensures all internal and external communication is clear, accurate, and consistent.

You Can Get There From Here

Start by defining a mission for the communication function, such as: To identify, develop, and implement communication strategies, products, and processes to support the corporate mission and objectives. Next, specify some general objectives:

Promote, support, and practice open and direct internal and external communication.

Define corporate-wide communication strategies in a written Corporate Communication Plan

Identify and prioritize the communication products and processes required to achieve the company’s mission and objectives.

Participate in the design, development, and marketing of company products.

Develop high quality information and marketing communication products as part of the company products.

Develop and design a corporate mark, look, and set of communication standards.

Identify, implement, and use state-of-the art communication techniques and tools.

Develop communication networking channels through other professionals and professional organizations.

Continue to develop personal communication skills through formal education and professional development.

To help in your task of determining communication needs and priorities, consider conducting a communication audit to analyze existing communication strategies, products, and processes. Survey, interviews, and reviews of existing materials can all be helpful in identifying areas in which a communication gap exists. Prioritize, develop project plans, schedule resources, and away you go.

© 2002, Gallob Communication

Beth Gallob is the principal of Gallob Communications, providing marketing communication and consulting to technology companies. From marketing plans, marketing materials, and advertising copy to Web site content, articles, and technical white papers, she helps companies tell their story. Contact Beth at or visit www.gallobcomm.com.

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