Improving corporate communications: a cluster analysis

Scientific literature demonstrates that a corporate communications function integrated within the entire organization adds value to the enterprise and prevents reputational damage. To achieve such integration, enterprises require a clear strategy and a corporate purpose.

This study designed a survey that unearthed different facts about the corporate communication function's current status and managers’ improvement priorities. The method allowed us to tally and cluster how the regions and departments reported current and desired communications practices. This objective method, combined with the fact that we had asked the internal customer, legitimized the necessary investments in the corporate communications function we subsequently proposed.