22 February 2007
Internal comms vital for innovation, execs say
Survey shows internal communications is seen as crucial for forging creative business cultures.
Internal communications is key to promoting innovation within businesses, according to a survey of senior executives by research company KRC Research and public relations firm Weber Shandwick.
The study, called The changing face of marketing and communications in today's creativity economy, shows that 70% of high-level managers believe good internal communication is fundamental to promoting innovation among employees.
Successful use of communication strategies and techniques will be critical to success in this new era.
"In the race for innovation leadership, finishing in the front of the pack will mean the difference between success and failure," says Jennifer Risi, the executive vice president of Weber Shandwick's global strategic media group. "Successful use of communication strategies and techniques will be critical to success in this new era," she says.
Internal comms' crucial role
The study also identifies internal collaboration as one of the top three tools for driving innovation, with 82% of executives voting for it.
"Companies must seek new ways to integrate innovation into their corporate DNA," says Billee Howard, Weber's managing director of the global strategic media group. "Embracing innovation, while driving it into a firm's corporate culture, will be vital to business's success in 2007," he says.
Got a news story? Contact the newsdesk
News archive