ABSTRACT
This chapter focuses on several key elements of communication as is relates to the corporate strategy. Effectively communicating the strategy is critical to effectively executing strategy. Communication builds meaningful and long-lasting relationships and enhances those relationships over time. Communication can also make strategy more applicable at all levels, enhance buy-in, and build enthusiasm. Effective communication of the corporate strategy requires a communication plan that will not only present the plan but also make it relatable and build on the buy-in that was initiated during the strategic planning process. Whether speaking with a staff member one-on-one, speaking to a large group, or writing a memo, there are many characteristics that make communication effective. Communications should be confident, concise, to the point, and should include actionable information. It should be clear what the audience is expected to do with the message, that is, what is their role in helping to achieve the strategy.
