Lessons from 2020 for alignment and communications.

Since the release of the original paper Strategic Alignment: How communicators can change the face of leadership we’ve experienced disruption on a scale never seen before. How has this impacted alignment and communications? Wayne Aspland and Zora Artis explored this question with 27 senior communication leaders across the globe and have created five principles of alignment for communication.

Many of the world’s organisations, both large and small, are not strategically aligned. Their people are not working together to achieve common, organisational goals. In mid-2018, Wayne Aspland and Zora Artis, undertook a global survey of more than 200 senior communicators to look at the issue of strategic alignment from a communication perspective. It was the first global study to do this.

Thanks to IABC Foundation for endorsing this study.