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The business context today is very different from what it was like just a few years ago: challenges are more and more global and integrated, and vision has to keep up with these changes. Vision, mission and goals have to be realigned with the organization.
In the age of constant intensive changes, communication is key to restoring trust. In order to achieve this, communication should play a major role in organizations, helping to establish dialogue with the society and stakeholders. Professor Paul A. Argenti from the Tuck Business School of the Dartmouth University (USA) points out in his book Corporate Communication that it is equally important to reconnect an organization to its vision and corporate goal and to show that a company is both an economic and social entity.
This document was prepared by Corporate Excellence– Centre for Reputation Leadership, and among other sources, contains references to the 6th edition of Corporate Communication, a book written by Professor Paul A. Argenti from the Tuck Business School of Dartmouth University, New Hampshire (USA) and published by McGraw Hill in 2013.
