White Paper "Communication Performance Management" released in January 2010

By: CS /01.02.10

Dr. Christopher Storck, Dr. Walter Schmidt und Dr. Kerstin Liehr present a feasible approach for the strategic planning and steering of corporate communications. This includes specific contributions to realizing the strategy of the company as well as the 'bread-and-butter' business of internal and external communications. A case study shows a practicable way how to integrate corporate communications in the strategy process of a company.

Starting point is that stakeholders cooperate with companies that have a good reputation. This is what managers are accountable for. It is the central responsibility of the communication department to support senior executives and line managers in fulfilling this task. The function can gain strategic importance, if it also takes charge of planning and steering company-wide activities aimed at building and safeguarding reputation.

The authors share years of practice in advising medium-sized enterprises and large international corporations in the development and implementation of (communication) strategies. Building on these experiences as well as on the achievements of the International Controller Association (ICV) and the German Public Relations Association (DPRG), they have developed and reality-checked new approaches for communication performance management. To share them with a broader public is the purpose of this white paper.

You can download the whitepaper here (in German). [PDF]