A New World

Rethinking Communication Management

The Case for Change

Communication exists for one reason—to manage relationships. But over the past decade, changes in the dynamic between organizations and their stakeholders have rewritten the rules of relationship management and made traditional approaches to managed communication less effective. The digital network revolution, a globalized economy and the empowerment of new stakeholders have thrust professional communicators and their organizations into an unfamiliar world where new models of communication are needed to survive.

Take a look at any large multinational today and you’ll find an array of communication functions spread across different silos, with unaligned reporting lines, goals and resource allocation, many without board representation. The fragmentation of managed communication is further exacerbated by the dramatic changes in how corporations and individuals communicate. Shaping a coherent corporate voice has never been so challenging.

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The research for this paper was funded by DNV.