Background

The first academic paper discussing the correlation between business bottom line
and its communication strategy was published by Harvard Business Press in
2006. Sadly, it addressed heavily on human resources functions and less so on
the overall communication to all critical stakeholders for an organization.
Our attempt to explore the correlation between communication and companys
business results started years back as we observe many incidents where
business goes south because the company struggle with both internal and
external communication. Through years of consulting clients from all geography,
industry background and their ups and downs through dynamic business
challenges, we wanted to study whether gaining that seat at the table would
make a meaningful difference for our communication professionals? Start to
integrate communication strategy early on as part of the business strategy would
mean adding on another driving force to achieve our business results for our csuite executives?
We want to start this conversation with you. Knowing communication is always a
process, wed want to stay with you on this journey as we working hard to
improve business and corporate management with everything we do at our jobs.
Focus area
Communication in this study refers to corporate functions as to design and
implement all messages, brand and corporate images, and relationship
development and maintenance with critical stakeholders including internal
employees, supply chain and operation affiliates, as well as external government
and non-government organization, traditional, social and digital media outlets,
academic and social key-opinion leaders.
This study is designed around the three phrases of business strategy
development of every organization that is Research and Evaluation,
Differentiation and Strategy, Execution and Re-Strategization.
Assumption
Communication strategy should be closely tied in with a companys business
strategy. Company executives should incorporate communication challenges and
opportunities prior to the formation of the business strategy, and create the
expected objectives for the communication functions that are closely aligned with
business objectives. When doing so, company owns the Third Driving Force (in
addition to sales and advertising) to empower business excellence.

Step 1: Questionnaire Development

Part One: Research and Evaluation
Five very smart questions and answers to be rated on a scale of 1 5 with 1
being less passionate about, and 5 being the most passionate about.
Part Two: Differentiation and Strategy
Five very smart questions and answers to be rated on a scale of 1 5 with 1
being less passionate about, and 5 being the most passionate about.
Part Three: Execution and Re-Strategization
Five very smart questions and answers to be rated on a scale of 1 5 with 1
being less passionate about, and 5 being the most passionate about.
Step 2: Perception Audit
Our data pool should be in the range of 50 very good quality communication
professionals preferable from an in-house environment or 80-100 a mixed of
communication professionals with people who have special knowledge or interest
in the field of our study.
After collection of the candidate names, we will then dedicate 3 -4 staff to
conduct the interview either through telephone call or emails.
Step 3: Data Collection and Analysis
Step 4: Report Draft and Finalization
Step 5: Launch
Step 6: Post- Launch Follow up