ABSTRACT
Generating internal support for a new strategy requires a clear understanding of an organization’s various identity characteristics, both overall and specific, plus an awareness of the degree of employee support for the objectives. Although senior executives typically lead a strategic initiative, corporate communication professionals make critical contributions to its creation, deployment and, most certainly, to a successful implementation. The communicator’s efforts should not only be closely aligned with top executives, but also fully integrated with counterparts from marketing, accounting, information technology and human resources. In fact, pulling together a well-aligned workforce demands joint leadership from – and execution by – nearly every function and discipline within an organization.
