If you’re struggling to get the attention of the C-suite, it may be time to attack your company’s silos. The latest Communication and Public Relations Generally Accepted Practices study (GAP VIII) reveals a strong correlation between internal integration and the strategic importance of the communication function. The study was led by USC Annenberg in partnership with IABC, PRSA, IPR and the Arthur Page Society.
In this episode of CW Radio, Jerry Swerling, director of USC Annenberg’s Strategic Communication and Public Relations Center, says that it’s up to communicators to champion collaboration.
“The greater the extent to which you are a champion of creating a kind of communication-focused organization so that people in all of the functions are aware of the potential of the communication function and the importance of it in this day and age, the greater the extent you will be able then to influence internal organization and behavior,” says Swerling.
And, the results reveal, organizations in which the communication function has strategic influence are more likely to have positive external reputations.
Listen to the interview to learn more about the latest communication trends.