May 2016, Communication Director
The Communication Value Circle
In it's 2/2016 issue, the Communication Director has published the article "The Communication Value Circle" by Ansgar Zerfass und Christine Viertmann who are heading the research module „Value Creation through Communication" within the research programme Value Creating Communication.
The Communication Value Circle is a newly developed generic framework that derives 12 communicative objectives from four general business objectives. By these means, the framework ensures that communication strategy and business strategy are directly aligned.
The Communication Value Circle provides CCOs with a tool for planning, managing and evaluating communication strategies and explaining its value to the top management. No such tool for aligning communication and corporate objectives had existed so far, whereas in other disciplines – e. g. Marketing – similar frameworks are well-established.