The International Association of Business Communications (IABC) recently published the findings from its internal communication (iC) survey for 2013. It was interesting to see it had an entire section dedicated to strategic narratives. Here are some of the results.
The survey sampled 215 Internal Communication professionals across Australia.
28% of the companies have a strategic narrative in place.
For those companies that have a strategic narrative in place 66% of IC professional reported that change is managed well in those organisations. When the company lacked a strategic story the ICs only rated their companies doing well on change 38% of the time.
It was also interesting to see that 90% of companies purposely employed face-to-face briefings as part of their communication strategies yet only 65% felt is was done well.
Of course you should take these surveys with a grain of salt and remember that correlation doesn’t mean causation. What’s most interesting to me is that the survey dedicated so much space just to strategic narratives.
More and more companies are coming to understand that a strategic narrative provides a number of benefits:
About Shawn Callahan
Shawn is one of the world's leading business storytelling consultants. He helps executive teams find and tell the story of their strategy. When he is not working on strategy communication, Shawn is helping leaders find and tell business stories to engage, to influence and to inspire. Shawn works with Global 1000 companies including Shell, IBM, SAP, Bayer, Microsoft & Danone. Connect with Shawn on: