8/6/2019 Why Corporate Communications

1/2

Why Corporate Communications

Corporate communications are a powerful management tool if approached with strategicintegrity, alignment and focus. An organisation performing with coherence and its energy

focused on a specified goal is far more effective than one that allows confused and inconsistent

messages to disseminate from management. Communications is the only vehicle that allows allemployees to understand the vision and direction of a company.

Communications also supports management and HR initiatives in equipping personnel with the

knowledge and motivation to perform their roles effectively. By aligning strategic messages withthose more closely related to the specifics of an individuals working environment,

communications can directly contribute to motivation by providing a coherent frame ofreference. When all individuals use the same frame of reference, communication has directly

supported the culture of an organisation.

Sustaining motivation becomes increasingly important during periods of change. Communication

that creates awareness, understanding, acceptance and motivation to respond positively to therequest for change in behaviour, action or attitude greatly increases the chance of businesssuccess.

Cornwells consultancy approach to corporate communications strategy and planning is founded

in a methodology that can be tailored to the individual requirements of each client. Using thisapproach, our consultants have worked across both the public and private sectors and have

experience of a large variety of initiatives at all organisational levels. The approach is structuredas follows:

y Identification of purpose (strategic alignment)y I

dentification and assessment of stakeholders (stakeholder alignment)y Cultural and organisational structure assessment (cultural alignment)y Change management, training plan and ability to sustain change assessment

(communication integrated assessment)y Development of communications strategyy Development of communications plany Development of stakeholder engagement plany Development of communication governance (within programme/project and wider

community)

y Delivery of communications plany Management of stakeholder engagementy M

easuring and monitoring

Project Management

Project Communications Strategy, Planning and Delivery

8/6/2019 Why Corporate Communications

2/2

Ineffective communications are a significant contributor to the lack of success in more than 65%of failed projects. Despite this statistic, few organisations construct an appropriately integrated

project communications strategy.

A programme or project intended to alter behaviour through technology, process or cultural

change requires an operational environment where this change is understood, accepted, adoptedand sustained. Communications and stakeholder management has been traditionally concernedwith creating awareness and acceptance but there is often limited consistency and collaboration

between communications and the change management activities focused on the embracing andadoption of change. It is only when all the elements (understanding, acceptance, adoption and

sustaining change) are integrated that behaviour is modified.

Cornwells consultancy approach to communications strategy, planning and delivery ensures thatall the elements are combined in a consistent and progressive manner. Our consultants have

considerable experience in working across the public and private sectors and have developed amethodology that can be tailored to the individual requirements of each client:

y Identification of purpose (strategic alignment)y Identification and assessment of stakeholders (stakeholder alignment)y Cultural and organisational structure assessment (cultural alignment)y Change management, training plan and ability to sustain change assessment

(communication integrated assessment)y Development of communications strategyy Development of communications plany Development of stakeholder engagement plany Development of communication governance (within programme/project and wider

community)

y Delivery of communications plan

y Management of stakeholder engagementy Measuring and monitoring