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Corporate Communication

Critical Business Asset for Strategic Global Change

Michael Goodman and Peter B. Hirsch

The communication role in organizations has changed, just as the nature of organizations has changed in response to the explosion of new communication technologies as well as global networks within organizations. Communication is more complex, strategic, and vital to the health of the organization than it used to be, and it will become increasingly important in the information-driven economy. This book builds upon the authors’ 2010 book, Corporate Communication: Strategic Adaptation for Global Practice, which focused on the role of the communicator. This volume examines, analyzes, and illustrates the practice of corporate communication as a critical business asset in a time of global change. It looks at the major communication needs in the lifecycle of organizations: M&A (mergers and acquisitions), structural change, culture change, innovation, new leadership, downsizing, global expansion, competition, ethical decision-making, political action, and employee engagement. These are all significant value-creating, and potentially value-destroying, events in which corporate communication, if used correctly, functions as a critical and strategic business asset.
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Chapter Ten: Looking Ahead

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← 180 | 181 → CHAPTER TEN

Looking Ahead

This chapter examines the forces that concern the chief communication officers of major multinational corporations in three important areas as they lead their companies:

1) Technology—“always on” communications

2) Complexity—Companies whose entire footprint is global need to have a corporate communication capability with the same footprint.

3) Integrity—These conversations build on the findings of the CCI—Corporate Communication Practices and Trends Studies in the US and in China.

The new forces influencing the role of corporate communication as a critical business asset will continue to exert enormous influence as we look ahead over the next 20 years. As Gillian Tett, financial columnist for The Financial Times said in her May 2013 commencement address at Baruch College, The City University of New York:

Ask yourself a question: if this much change has happened in the last twenty years, what will happen in the next two decades? What other technologies will overturn our lives, our physical and mental maps, family lives, and our careers? How different again will it be? Today, of course we can only guess. But I would guess that this flux and this technological revolution is not going to slow down. So think about it. And consider taking some steps to prepare for this flux.

For the chief communications officer of today’s multinational corporation, we believe that “preparing for this flux” requires focusing on...

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