Non-members: Click here to review a complimentary excerpt from "External Communications Excellence: Optimizing Group Services & Role"
External Communications is a critical function that is centrally involved in key aspects of an organization's communications with the external world - presenting not only product information to customers but also corporate perspectives on important issues to the media. As the function that represents the corporate voice to the external world, external communications needs a clear understanding of its services, priorities and responsibilities.
Best Practices, LLC undertook this timely study to identify the function's service levels and priorities; frequency of interactions with other Corporate Affairs Groups and collaborative approaches; and roles/responsibilities among internal and external customers/partners.
- External Communications Group Services: Trends in Service Levels & Key Priorities
- Building Bridges: Working with Colleagues
- Working Effectively in the Integrated Pharmaceutical Network: Forging Accountability and Clear Roles Among External Partners
- Communicating the Value of Communications in a Global Bio-Pharma Company
SAMPLE KEY METRICS
- Does External Communications differentiate service levels provided to internal customers?
- Factors employed to help External Communications prioritize its services/activities
- All Communications activities that report into senior-most Communications leader
- Note whether dedicated or shared services approach for specific corporate services
- Level of executive various communication services report into at company
- Importance rating of various External Communications speechwriting activities
- Importance rating of key External Communications activities around corporate reputation
- Importance rating of key External Communications activities around corporate social responsibility
- Funding models used to support speechwriting services
- Frequency of interactions with other Corporate Affairs groups to learn/share
- Effectiveness rating for approaches to building bridges among other Corporate Affairs groups
- Clarity of roles and responsibilities among various internal and external partners/customers
SAMPLE KEY FINDING
- Differentiated Services Hold Great Value During Times of Resource Reductions
For External Communications, continue to employ differentiated services in conjunction with customer-issue specialists and clearly defined prioritization rules. Across industries, Communications leaders observe the most effective approach for serving internal customers is to assign staff 100 percent to either customers and/or an issue/topic.
Participants in this benchmarking research included 32 Communications executives and managers at 28 leading companies from bio-pharmaceutical, healthcare and other industry segments. Field interviews and study analysis produced many observations and benchmark findings to reflect opportunities across the External Communications Function.