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Communicating with external audiences — from the media to the marketplace — continues to change significantly with the growth of new mediums like the Internet and the fragmentation of others. The Corporate Communications conference focused on many innovative strategies for reaching external communities as well as the importance of measuring the actual results of your outreach programs.
Siemens USA communicators outline how the company works to "be a source, not a subject" with reporters and editors and how its broad outreach program to the media works.
Genentech, understanding that the science of its drugs is very complicated, lets the company's scientists communicate what the company does, and Senior Director Mary Stutts explains how that works to enhance the company's competitive advantage.
Issues communication can help shape your corporate agenda, but it's important to plan your issues-management programs before a crisis strikes. Burson-Marsteller's Karen Doyne advises taking a "40,000-foot view" of your corporate agenda and then consider where to insert issues-management strategies.
The importance of cause marketing has surged as Americans' expectations of corporate citizenship expands. Aligning with a cause not only can benefit a company's reputation, it can have an impact on its internal organization, as PNC Financial demonstrates with its "Grow Up Great" program.