The Communicator as Performance Consultant

To be a strategic asset, communications needs to be structured and run as a function that directly affects organizational performance. This means that, instead of taking on projects because an executive thinks it is a good idea or because other organizations are doing similar things, the communications manager needs to function as a performance consultant. To do this, the manager needs to:

FIGURE 8.3 TANGIBLE AND INTANGIBLE ASSETS

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  • Maintain close relationships with management to stay on top of strategic goals and performance gaps
  • Identify as precisely as possible the cost of the current performance gaps ...

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