New framework shows exactly where corporate communication creates—or loses—value
A new study provides executives with a practical roadmap for measuring how communication drives business results. The framework pinpoints which stages of the communication process generate value and where money slips away, helping companies justify communication budgets and improve performance.
Originaltitel: Value formation in corporate communication
Executives recognize that communication is essential to organizational performance and value creation, yet corporate communication‘s specific contribution to value creation remains difficult to articulate. In this article, I introduce a conceptual framework with practical applications that clarifies how value is formed across the corporate communication management process – from identifying stakeholder needs to realizing and capturing value – and pinpoints where value slips away. The framework helps communication managers to determine precisely how and when value is created.