Whitepaper - Align Corporate Communications To Achieve Business Goals V2[1]

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Information about Whitepaper - Align Corporate Communications To Achieve Business Goals V2[1]

Published on January 6, 2009

Author: Davida1970

Source: slideshare.net

Description

A simple six-step process to use communications and measurement tools to drive business by David Meerman Scott. Commisioned by Dow Jones.

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^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë P TABLE Of CONTENTS >Introduction >Your organization’s goals >The six-step alignment process >Example of the six-step process at work >The gap analysis in detail >Tactics to support the goal, and measuring progress >Measurement is the name of the game >Begin working with the six-step process today >About the author >About Factiva Insight

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^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë S YOUR ORGANIZATION’S GOALS tÉÛîÉ=ïçêâÉÇ=çå= ÜìåÇêÉÇë=çÑ=Åçêéçê~íÉ= ÅçããìåáÅ~íáçåë= tÜ~í=ïÉ=åÉÉÇ=íç=Çç=áë=~äáÖå=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=çÄàÉÅíáîÉë=ïáíÜ=íÜçëÉ=çÑ=íÜÉ=çêÖ~åáò~íáçåK= éêçÖê~ãë=~åÇ=ïÉÛîÉ=ëÉÉå= cçê=ãçëí=Åçêéçê~íáçåëI=íÜÉ=ãçëí=áãéçêí~åí=Öç~ä=áë=éêçÑáí~ÄäÉ=êÉîÉåìÉ=ÖêçïíÜI=~ÅÜáÉîÉÇ=ÉáíÜÉê=Äó= Üçï=íê~åëÑçêã~íáçå~ä=~= ÖÉåÉê~íáåÖ=åÉï=ÅìëíçãÉêë=çê=Äó=êÉí~áåáåÖ=ÉñáëíáåÖ=ÅìëíçãÉêëK éêçéÉêäó=~äáÖåÉÇ=ëíê~íÉÖó= Å~å=ÄÉK pç=óçìê=Ñáêëí=ëíÉé=áë=íç=ìåÇÉêëí~åÇ=óçìê=Åçãé~åóÛë=ÄìëáåÉëë=Öç~äë=~åÇ=ïêáíÉ=íÜÉã=Ççïå=áå=ÇÉí~áäK=qÜÉ= áãéçêí~åí=íÜáåÖë=óçì=ïêáíÉ=Ççïå=ãáÖÜí=ÄÉ=“Öêçï=êÉîÉåìÉ=áå=bìêçéÉ=Äó=OMBÒçê=“áåÅêÉ~ëÉ=åÉï= ãÉãÄÉê=ëáÖåJìéë=íç=NMM=éÉê=ãçåíÜ=áå=íÜÉ=ÑçìêíÜ=èì~êíÉê=Òçê=“çê=ÖÉåÉê~íÉ=AN=ãáääáçå=áå=tÉÄ=ë~äÉë= åÉñí=óÉ~ê=Òçê=“ÇçìÄäÉ=êÉîÉåìÉ=áå=~=åÉï=éêçÇìÅí=Å~íÉÖçêóKÒ kçï=íÜ~í=óçì=Ü~îÉ=íÜÉ=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éä~å=ÑçÅìëÉÇ=çå=íÜÉ=êáÖÜí=Öç~äëI=áKÉKI=íÜçëÉ=çÑ=óçìê= çêÖ~åáò~íáçåI=óçì=~êÉ=êÉ~Çó=íç=ÇÉîÉäçé=~=éä~å=íç=ÜÉäé=íÜÉ=çêÖ~åáò~íáçå=êÉ~ÅÜ=íÜÉëÉ=Öç~äëK=^åÇ=äáâÉ= çíÜÉê=ÇÉé~êíãÉåíë=EëìÅÜ=~ë=ë~äÉëFI=óçì=ïáää=~äëç=ãÉ~ëìêÉ=óçìê=ÉÑÑçêíë=~Ö~áåëí=íÜÉ=Öç~äëK få=íÜáë=ï~óI=óçì=ïáää=ëÜçï=íêìÉ=î~äìÉ=íç=óçìê=ã~å~ÖÉãÉåí=íÉ~ã=~åÇ=Äç~êÇ=çÑ=ÇáêÉÅíçêëI=~åÇ=óçì=~åÇ= óçìê=íÉ~ã=ïáää=ÄÉ=ëÉÉå=~ë=~=ÇáêÉÅí=ÅçåíêáÄìíçê=íç=óçìê=Åçãé~åóÛë=ÄìëáåÉëë=ëìÅÅÉëëK

^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë T THE SIX-STEP ALIGNMENT PROCESS `çêéçê~íÉ=ÅçããìåáÅ~íáçåë=ÇÉé~êíãÉåíë=~êÉ=Ñìää=çÑ=îÉêó=ëã~êí=~åÇ=ÉåíÜìëá~ëíáÅ=éÉçéäÉ=ïçêâáåÖ=Ü~êÇ= çå=í~ÅíáÅë=íÜ~í=ÇçåÛí=ëìééçêí=çêÖ~åáò~íáçå~ä=Öç~äëK=qÜ~íÛë=ïÜÉêÉ=íÜÉ=ÇáëÅçååÉÅí=Ü~ééÉåë=~åÇ=ïÜó= íÜÉêÉ=áë=ëç=ãìÅÜ=ï~ëíÉ=áå=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=ÄìÇÖÉíëK=tÉDîÉ=ïçêâÉÇ=çå=ÜìåÇêÉÇë=çÑ= Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éêçÖê~ãë=~åÇ=ïÉÛîÉ=ëÉÉå=Üçï=íê~åëÑçêã~íáçå~ä=~=éêçéÉêäó=~äáÖåÉÇ= ëíê~íÉÖó=Å~å=ÄÉK rëáåÖ=íÜáë=ëáñJëíÉé=ãçÇÉä=Éå~ÄäÉë=óçì=íç=~äáÖå=óçìê=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=íç ~ÅÜáÉîÉ=Åçêéçê~íÉ= Öç~äëK=qÜÉ=ãçÇÉä=áåÅäìÇÉë=íïç=éÜ~ëÉë=çÑ=ãÉ~ëìêÉãÉåíWW=~=ÄÉåÅÜã~êâ=Ö~é=~å~äóëáë=áå=ëíÉé=Q=~åÇ= êÉëìäíë=ãÉ~ëìêÉãÉåí=EïÜáÅÜ=íóéáÅ~ääó=áë=~å=çåÖçáåÖ=~ÅíáîáíóF=áå=ëíÉé=SK píÉé=N J råÇÉêëí~åÇ=óçìê=Åçêéçê~íÉ=ÄìëáåÉëë=Öç~äëK fÑ=íÜÉ=ã~å~ÖÉãÉåí=íÉ~ã=áë=ÑçÅìëÉÇ=çå=~=Öç~ä=çÑ= NMB=êÉîÉåìÉ=ÖêçïíÜ=áå=kçêíÜ=^ãÉêáÅ~I=íÜ~í=ëÜçìäÇ=ÄÉ=óçìê=Öç~ä=íççK=tÉ=ï~åí=óçì=íç=ÖÉí=~ï~ó= Ñêçã=~êÄáíê~êó=ãÉ~ëìêÉãÉåíë=äáâÉ=ÅäáéÄççâë=~åÇ=~ÇîÉêíáëáåÖ=Éèìáî~äÉåÅó=~ë=óçìê=Öç~äë=~åÇ=áåëíÉ~Ç= ïçêâ=íç=~ÅÜáÉîÉ=íÜÉ=êÉ~ä=Öç~äë=çÑ=íÜÉ=ÄìëáåÉëëK= píÉé=O=J aÉîÉäçé=~=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éä~å=íç=áåÑäìÉåÅÉ=íÜÉ=Öç~äëK vçìê=íÉ~ã=çÄàÉÅíáîÉ=ÜÉêÉ= áë=íç=ÄìáäÇ=~=éä~å=Ñçê=~ÅÜáÉîáåÖ=É~ÅÜ=çÑ=íÜÉ=ã~å~ÖÉãÉåí=íÉ~ã=Öç~äëK=qÜáë=ïáää=ÄÉ=ìåäáâÉ=íóéáÅ~ä= Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éä~åë=óçì=ãáÖÜí=Ü~îÉ=ÇçåÉ=áå=íÜÉ=é~ëí=íÜ~í=ÑçÅìëÉÇ=çå=éêÉëë=êÉäÉ~ëÉë=~åÇ= ãÉÇá~=êÉä~íáçåë=~ë=~=ëí~êíáåÖ=éçáåíK=fåëíÉ~ÇI=óçì=ïáää=ëí~êí=ïáíÜ=íÜÉ=ÄìëáåÉëë=Öç~äë=~åÇ=ïçêâ=Ñêçã= íÜÉêÉK

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^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë OO MEASUREMENT IS THE NAME OF THE qÜÉ=ÅÜ~ääÉåÖÉ=áë=íç= ãÉ~ëìêÉ=óçìê=ëìÅÅÉëë=áå= GAME ~=ãÉ~åáåÖÑìä=ï~óI=åçí= àìëí=íÜêçìÖÜ=Åäáé=Äççâë jÉÇá~=fåíÉääáÖÉåÅÉ=çÑÑÉêáåÖëI=ëìÅÜ=~ë=c~Åíáî~=fåëáÖÜíI=íê~åëÑçêã ÅçîÉê~ÖÉ=Ñêçã=îçäìãÉë=çÑ=êÉäÉî~åí= íÉñí=íç=îáëáÄäÉ=ãÉíêáÅë=Ä~ëÉÇ=çå=ÉñéÉêí=êÉëÉ~êÅÜ=~å~äóëÉëK=jÉÇá~ fåíÉääáÖÉåÅÉ=éêçÇìÅíë=~êÉ=éçïÉêÑìä= ÅìëíçãJÅçåÑáÖìêÉÇ=êÉëÉ~êÅÜ=~å~äóëáë=ëÉêîáÅÉë=íÜ~í=éêçîáÇÉ=îáëì~äáò~íáçå íççäë=Ñçê=Åçêéçê~íÉ= ÅçããìåáÅ~íáçåë=éêçÑÉëëáçå~äë=íç=É~ëáäó=ãçåáíçê=ÖäçÄ~ä=ãÉÇá~K `çããìåáÅ~íáçåë=éêçÑÉëëáçå~äë=èìáÅâäó=ëÉÉ=êÉëìäíë=~åÇ=åç=äçåÖÉê=ï~ëíÉ=íáãÉ=ïáíÜ=éêÉëë=ÅäáééáåÖ= ÄççâëK=sáëì~äáò~íáçå=íççäë=~ääçï=óçì=íç=ãçåáíçê=ÅçîÉê~ÖÉ=çÑ=ÅçãéÉíáíçêë=~åÇ=éÉÉêë=~åÇ=íç=Åçãé~êÉ= óçìê=êÉëìäíë=~Åêçëë=íáãÉI=ÖÉçÖê~éÜóI=~åÇ=çíÜÉê=î~êá~ÄäÉëK=bÑÑÉÅíáîÉ=ãÉ~ëìêÉãÉåí=áë=ÉëëÉåíá~ä=Ñçê= Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éêçÑÉëëáçå~äë=íç=ìåÇÉêëí~åÇ=~åÇ=Ñçêãìä~íÉ=ÉÑÑÉÅíáîÉ=ëíê~íÉÖáÉëX=äáåâë=íç= Åçãé~åó=êÉëìäíë=~êÉ=é~êí=çÑ=~å=ÉÑÑÉÅíáîÉ=jÉÇá~=fåíÉääáÖÉåÅÉ=ëíê~íÉÖó=ìëáåÖ=íÜÉëÉ=íççäëK=_ó=ÉÑÑáÅáÉåíäó= ãçåáíçêáåÖ=ÅçããìåáÅ~íáçåë=éêçÖê~ãë=~åÇ=äáåâáåÖ=íÜÉ=êÉëìäíë=íç=éêçÖê~ã=~åÇ=Åçãé~åó=çÄàÉÅíáîÉëI= Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éêçÑÉëëáçå~äë=ÉåÖ~ÖÉ=íÜÉ=ãÉÇá~=ãçêÉ=ÉÑÑÉÅíáîÉäó=~åÇ=ÄÉÅçãÉ=ãçêÉ= î~äì~ÄäÉ=íç=íÜÉáê=çêÖ~åáò~íáçåK

^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë OP jÉÇá~=fåíÉääáÖÉåÅÉ=íÉÅÜåçäçÖáÉë=Éå~ÄäÉ=ÅçããìåáÅ~íáçåë=éêçÑÉëëáçå~äë=íç=îáëì~äáòÉ=~åÇ=áåëí~åíäó= ÄêáåÖ=ÅçåíÉñí=íç=ãáääáçåë=çÑ=ëíçêáÉë=~åÇ=~êíáÅäÉë=éêçÇìÅÉÇ=Äó=íÜçìë~åÇë=çÑ=ãÉÇá~=çìíäÉíëK=^í=íÜÉ=ë~ãÉ= íáãÉI=ïáíÜ=îáëáÄáäáíó=áå=íç=Üçï=íÜÉ=ãÉÇá~=ÅçåíêáÄìíÉë=íç=óçìê=çêÖ~åáò~íáçåÛë=ÅçããìåáÅ~íáçåë=ëíê~íÉÖó= ~åÇ=íÜÉ=~Äáäáíó=íç=Åçãé~êÉ=ÅçîÉê~ÖÉ=~Åêçëë=íáãÉ=~åÇ=ÖÉçÖê~éÜóI=óçì=ïáää=ÄÉ=~ÄäÉ=íç=ÄÉåÅÜã~êâ= ~Ö~áåëí=ÅçãéÉíáíçêë=~åÇ=éÉÉêëK BEGIN WORKING WITH THE SIX-STEP PROCESS TODAY qÜÉêÉÛë=åç=ÄÉííÉê=íáãÉ=íç=ÄÉÖáå=~ééäóáåÖ=ëçãÉ=êáÖçê=íç=óçìê=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=íÜ~å=íçÇ~óK= qÜÉ=Ñáêëí=ëíÉé=áë=íç=ìåÇÉêëí~åÇ=óçìê=Åçãé~åó=Öç~äëI=~åÇ=íÜÉå=óçì åÉÉÇ=íç=ÇÉîÉäçé=~=éä~å=íç=ìëÉ= Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=íç=ÜÉäé=~ÅÜáÉîÉ=íÜçëÉ=Öç~äëK=vçì=åÉÉÇ=íç=ãÉ~ëìêÉ=óçìê=êÉëìäíë=ïáíÜ= jÉÇá~=fåíÉääáÖÉåÅÉ=ãçåáíçêáåÖ=íççäë=~åÇ=Éëí~ÄäáëÜ=~=ÄÉåÅÜã~êâ=íÜêçìÖÜ=Ö~é=~å~äóëáëK=^åÇ=~ÑíÉê= óçìÛîÉ=ÉñÉÅìíÉÇ=çå=íÜÉ=í~ÅíáÅë=óçì=åÉÉÇ=íç=Åçåëí~åíäó=ãÉ~ëìêÉ=~åÇ=áãéêçîÉK=tÉ=ÜçéÉ=íÜÉ=êÉëìäí=Ñçê= óçì=áë=íÜ~í=óçìÛää=ÉåÇ=ìé=ïáíÜ=~=ïÉääJÇÉëÉêîÉÇ=ëÉ~í=~í=óçìê=Åçãé~åóÛë=ã~å~ÖÉãÉåí=í~ÄäÉK

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^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë OR ABOUT FACTIVA INSIGHT c^`qfs^=fkpfdeq çÑÑÉêë=ÜáÖÜJèì~äáíó=ãÉÇá~=~å~äóëáë=ÇêáîÉå=Äó=c~Åíáî~Ûë=åÉ~êäó=SIMMM=ÖäçÄ~ä=~åÇ=äçÅ~ä=ëçìêÅÉë= ~ë=ïÉää=~ë=ãáääáçåë=çÑ=ÄäçÖ éçëíë=~åÇ=ÅçåíÉåí=Ñêçã=áåÑäìÉåíá~ä=tÉÄ=ëáíÉëK= ^ÅÅìê~íÉäó=ãÉ~ëìêáåÖ=~åÇ=~ëëÉëëáåÖ=ÖäçÄ~ä=ÉñéçëìêÉ=áë=áåÅêÉ~ëáåÖäó=ÇáÑÑáÅìäí=ÄÉÅ~ìëÉ=çÑ=íÜÉ=ã~åó=ÇêáîÉêë=çÑ= ëìÅÅÉëëÑìä=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåëK=^ë=íÜÉ=ãÉÇá~=ÄÉÅçãÉë=Ñê~ÖãÉåíÉÇI=ãçåáíçêáåÖ=çåäáåÉ=åÉïë=ëáíÉë=~åÇ= ÅçåëìãÉêJÖÉåÉê~íÉÇ=ãÉÇá~=áåÅäìÇáåÖ=ÄäçÖë áë=ÅêáíáÅ~ä=íç=~å=ÉÑÑÉÅíáîÉ=ãÉÇá~=éêçÖê~ãK= qÜÉ=îáëì~äáò~íáçå=íççäë=áå=c~Åíáî~=fåëáÖÜí=Éå~ÄäÉ=óçì=íç=áåëí~åíäó=ÄêáåÖ=ÅçåíÉñí=íç=ãáääáçåë=çÑ=~êíáÅäÉë=éêçÇìÅÉÇ= Äó=íÜçìë~åÇë=çÑ=ãÉÇá~=çìíäÉíë=c~Åíáî~=fåëáÖÜí=áë=íÜÉ=É~ëáÉëí=ï~ó íç=ìåÇÉêëí~åÇ=ãÉÇá~=ÉñéçëìêÉ=ÄÉÅ~ìëÉ= c~Åíáî~=Çáëíáääë=îáí~ä=åÉïë=Ñêçã=áíë=ÅçãéêÉÜÉåëáîÉ=ÅçåíÉåí=ëÉí=~åÇ=íê~åëÑçêãë=íÜÉ=îçäìãÉë=çÑ=íÉñí=áåíç=êáÅÜ= Öê~éÜáÅëK=táíÜ=íÜÉëÉ=ãÉ~ëìêÉãÉåíëI=óçì=ëéÉåÇ=äÉëë=íáãÉ=çå=Ç~óJíçJÇ~ó=í~ÅíáÅë=~åÇ=ãçêÉ=íáãÉ=çå=ëíê~íÉÖáÅ= éä~ååáåÖK=qÜÉ=îáëì~äáò~íáçåë=äÉí=óçì=áåëí~åíäó=êÉÅçÖåáòÉ=Üçí=ëéçíë=áå=íÜÉ=ãÉÇá~=~ë=ïÉää=~ë=ã~âÉ=ÅçååÉÅíáçåë= ÄÉíïÉÉå=íÜÉ=èì~åíáíó=~åÇ=ÑêÉèìÉåÅó=çÑ=ÅçîÉê~ÖÉ=çÑ=Åçãé~åáÉëI=ëìÄàÉÅíë=~åÇ=áåÇìëíêáÉëK=táíÜ=c~Åíáî~I=óçì=Å~å= íê~Åâ=ïÜÉêÉ=~åÇ=Üçï=ÑêÉèìÉåíäó=~=íçéáÅ=áë=ÄÉáåÖ=ÅçîÉêÉÇ=~åÇ=ïÜ~í áë=ÄÉáåÖ=ë~áÇK CONTACT ïïïKÑ~Åíáî~KÅçãL~ÅÜáÉîÉÄìëáåÉëëÖç~äë

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