Using Corporate Communication to Execute Strategy in the 21st Century

This article discusses how leaders use corporate communication to execute strategies in the 21st century. It emphasizes the importance of consistent communication, employee engagement, visual representation, and flexibility in strategy execution. The article cites several studies and articles to support its claims.

Management Communication Assignment1
Management Communication Assignment
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Management Communication Assignment2
Effective communication plays a crucial role in creating, maintaining and boosting the
productivity and morale in any organization, (Goetsch and Davis, 2014). It is imperative for top
executives to communicate the organization’s strategy within departments and across the entire
organization. This is a summary of how leaders use corporate communication to execute strategy
in the 21st century.
According to the article” Strategic Communications in the C-Suite” by Paul Argenti
published in January 2017, there are several ways in which executives are using corporate
communication to communicate organization’s strategy. The article mentions that it is important
for any articulated strategy in an organization to be repeated consistently to the appropriate
audience within the organization. Also creating a culture of employee engagement was identified
as a crucial element in the execution of any strategy within the organization. It makes the
employees to feel part of the strategy and this motivates them to offer their maximum input.
Executing strategy through communication also requires the executive to be present and
personally deliver the message to the appropriate audience. The success of any strategy within
an organization does not entirely rely on the executives but on all the employees thus the strategy
must be communicated across all levels in the organization for effective and efficient execution.
According to the second article titled “The use of visualization in the communication of
business strategies: An experimental evaluation” visual representation of a business strategy is
considered to be a very helpful in the execution of a strategy. According to the study where the
effects of visual representation was measured it was realized that individuals who were exposed
to graphical representation of the strategy paid significant attention to it and recalled the strategy
compared to those who were exposed to a textual identical. Therefore, executives in the
organization should also incorporate graphical representation of the strategy in order for other
employees to understand and remember it easily. This will facilitate smooth execution of the
strategy in the organization. Although the textual representation may achieve the desired
understanding of the strategy among employees, they should incorporate the graphical
representation to boost memorizing.
According to the article “Why strategy execution unravels–and what to do about it" by
Sull, Donald, Rebecca Homkes, and Charles Sull published in Harvard Business Review
execution of a strategy is a complex scenario that is not yet well understood. There several myths
that the article refutes such as execution equals to alignment and execution means sticking to the
plan. Executives need to be flexible and consider facts on the ground rather than stickling to a
plan that might have omitted some scenarios. All in all, communication plays a crucial part in the
execution of any strategy.
In conclusion, leaders in the 21st century use corporate communication in various ways to
execute strategies. It is important for any articulated strategy in an organization to be repeated
consistently to the appropriate audience within the organization. Communication is important in
determining the success execution of a strategy in any organization.
Bibliography

Management Communication Assignment3
Argenti, P.A., 2017. Strategic communication in the c-suite. International Journal of Business
Communication, 54(2), pp.146-160.
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational excellence. Upper
Saddle River, NJ: pearson.
Kernbach, S., Eppler, M.J. and Bresciani, S., 2015. The use of visualization in the
communication of business strategies: An experimental evaluation. International Journal of
Business Communication, 52(2), pp.164-187.
Sull, D., Homkes, R. and Sull, C., 2015. Why strategy execution unravels–and what to do about
it. Harvard Business Review, 93(3), pp.57-66.