You can now clearly show how communication adds to business value

The communication value circle is an effective tool which revolves around an organization strategy and

helps to decipher value creation at corporate management and corporate communication levels. It is a

customizable tool/framework which can be used for inbound and outbound communication and in carious

situations and institutions. It aims to provide the evidence for the frequently emerging question about how

and to what extent does the communication is creating value for an organization, as the goal is to increase

the overall value of an organization, it helps in planning, explanation, and management of communication

strategies from a broader perspective.

At the corporate management level which is the inner or the first level the more generic goals are present

i.e., tangible assets, intangible assets, room for maneuver (social license to operate) and opportunities for

development. The first two help to create current corporate value, while the rest two stimulate future

value.

The outer circle is the corporate communications and has the four major goals which are based on the

four inner goals as an elaboration to them. The first major goal is enabling operations which is supporting

business on daily basis via publicity, customer preference and employee commitment. This happens by

maintaining dialogue internally and externally. The formation of Intangible assets like reputation, brand

and the corporate culture are aided via communication to integrate the corporate culture and history

internally and externally, these arise from shared values, beliefs, and the expectations of company’s

stakeholders and these are long term future assets. Third, relationships based on trust, shared values

inspire and ensure flexibility and legitimize the company’s actions. While the relationships are deeply

associated with satisfaction, The degree of trust is closely attributed to credibility and integrity replacing

the need for control and being legitime has a lot to do with behaving in a socially acceptable manner with

proper following of the social norms and perceived appropriateness of corporate actions.
There is always some room for improvement and with the changing face of business the core strategy

may not remain relevant with new trends and market conditions, hence if not change the strategy

altogether it becomes crucial to update it, so the final goal is adjusting the strategy comprising of

resilience to crisis in which the agility to react in a constructive manner in the situation of crises and

emergency towards identification and management of crisis. Innovation is the life force of the

organizations which sets them apart from competitors and makes them leaders in the industry, hence

innovation potential is second factor of this final goal to identify new products, services and markets

which are untouched and hence leading to innovative business models and strategies which form the basis

for this type of communication. Lastly, the thought leadership is a vision of an existing problem and the

opportunity it presents to become a success for tomorrow, this draws attention towards the organization

which leads to a greater visibility and brand and reputation building. So, this framework is a big umbrella

which covers a lot of ground when it comes to an overall value creation.