How to Create a Powerful Customer Experience Strategy

The adage “the customer knows best” has endured with good reason. In today’s highly competitive marketing environment, when your potential customers have endless options, you must embrace the idea that customers (and potential customers) are king by offering a superior customer experience (CX) across your entire marketing strategy. Get everyone on board with your CX strategy…
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The New Era of Organizational Values

The criteria for doing business with, investing in, and working for a company have changed. Innovation, price, quality, a good customer experience, rock-solid marketing, and a strong employer brand remain the price of admission for any company. Among all the organizations in your sector that embrace those qualities, customers, investors, and employees still have to…
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Write for our blog!

Are you an IABC Boston member with something to say? Write for us! We encourage individual members to contribute their content to be published on the IABC Boston site. WHY SUBMIT? Articles published on the IABC Boston website are a great opportunity to share your expertise and promote your personal brand Your bio, photo, link…
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Internal and External Communication Are Merging: Are you prepared?

The workplace is changing, and with it, so is the communication profession. I vividly recall a time when there was a clear distinction between external and internal communication, and cases where the two then-separate disciplines didn’t even work together. For years, internal communication, if it existed at all in a company, was frequently perceived as…
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Blurred Lines Are an Opportunity to Focus

The lines between internal and external communication continue to blur. That doesn’t mean communication professionals are out of focus. It means the opposite. The first of five articles featured by the Centre for Strategic Communication deals with the future of the communication profession. “The Convergence of Marketing and Communication” notes that convergence is a dominant trend in marketing…
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15 Tips to Launch a Cross-Training Program in Your Company

More companies than ever are trying to implement cross-training within their departments. They might create a one-size-fits-all plan that stretches across every employee or leave it up to individual managers to decide how their team members learn. The problem is that both of these plans can be ineffective. A successful cross-training strategy requires set goals…
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Reflections on the 2018 Strategic Internal Communications Conference

By Sheri Saginor Advanced Learning Institute (ALI) hosted its annual Strategic Internal Communications conference July 17-19, 2018, at the Omni Parker House in Boston. ALI is one of the nation’s leading organizers of communications conferences. Their programming always includes excellent speakers, content-rich workshops, and ample networking opportunities. This SIC conference was no exception. Because IABC…
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Organizations, race, and our changing times: What we can learn from Starbucks, ABC and the NFL

The circumstances leading up to Starbucks’ racial bias training in May 2018, ABC television’s cancellation of Roseanne that same month, and the National Football League’s ongoing “knee problem” are not anomalies. They are big, bright, flashing signs of changing times that we as communicators must help our organizations manage. Now more than ever, organizations are…
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To Engage Global Employees, Enlist Leaders in Communication

Here’s a true story that will sound familiar if you’re a communicator in a global organization. A major industrial company (we’ll call it “Acme”) has been successful for many decades, but senior leadership is concerned that Acme is not keeping pace with growing competition. So the leadership team spent months developing a new strategy that…
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6 Ways to Bring Organizational Values to Life

How many organizations have you seen in the headlines recently tied to stories of cultural failure, leadership blindness, unethical behavior, terrible decision-making? Within even in a few seconds, you’re likely to think of between five and 10 examples. Let’s take VW, WellsFargo, Uber, Exxon, Fox News, United Airlines, The Weinstein Company, Walmart, HSBC, Lehman Brothers,…
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