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Using Corporate Communication to improve the bottom line
How do you know how much to invest in a corporate communications programme? Those who happily sign cheques for mega million capital projects become very mean when scrutinising consultants' invoices. This is for them:
Calculate the cost, for your organisation:
Of a 2-year delay caused by failing to negotiate planning permission for a new plant; of the delays caused by environmental group opposition; of the loss of customer loyalty following late delivery
Of the loss in shareholder value after failure to convince Governments, pressure groups and consumers that a product is safe
Of the write down after local people successful lobby to close a plant down
Of the loss of business and additional costs following the failure to convince employees to change working practices
Of lost business, shareholder value and closure following failure to successfully integrate an acquisition
Communication (coupled of course with a sensible, rigorous strategy) can prevent all these disasters. Provided the communications plan is carefully aligned to objectives, and adequate resources put in place to meet those objectives.
How communications can add value
It can accelerate the rate of change. Success means quantum leaps
It can reduce employment costs by retaining key people
It will deliver knowledgeable customers who will remain loyal
It will convince employees to break down barriers, become pro-active, move faster and become more competitive
It can provide your organisation with a competitive edge
All these will have a substantial effect on the bottom line (and the top tine too)
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