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Changing times dictate that organizations develop and refine their strategic communications plans. If successful, that planning can improve organizational performance and confidence.
Ketchum Senior Partner Robert Flaherty proposes a new corporate "response ability" — new relationship-building skills to elevate the corporate communications function to a higher level of value within an organization.
Texas Instruments weighs 16 attributes to determine how well it serves its customers and it uses a specific tool to measure its media coverage.
Ketchum Partner Paul Rand, who created the agency's Influencer Relationship Management (IRM) program, says identifying and reaching key influencers and advocates becomes more critical as so many things compete for consumers' time and grab their attention. Equally important is managing these relationships.
For maintaining its strong corporate reputation, BellSouth Corp. employs an integrated communications approach, complete with a proactive and reactive communications plan aligned with the company's business objectives. That approach helped the company deal with three potentially damaging lawsuits, says BellSouth Vice President Necole Merritt.
When your company is little known, a strategic communications plan like that developed by ARINC's Linda Smith-Zorn can help develop a stronger corporate presence and reputation.