An independent global strategic communications consulting firm based out of San Francisco, CA - WCG - has been in the news recently. A press release I came across this week ties into the readings about the importance of strategic communication. In the press release “WCG Hires Diverse Healthcare Communications Veterans to Expand and Enhance Global Integrated Offering,” the reader is given information on all of the new hires - namely experience each has. The release also starts with a short introduction on the importance “of hiring the best people with real-world, hands-on experience in diverse business sectors and disciplines to ensure we are delivering the most relevant, impactful and integrated communications solutions to our clients," from chairman and CEO Jim Weiss. (msnbc.com, 2012).
This press release goes along with the article we read this week, “The Strategic Communication Imperative” by Argenti, Howell, and Beck. This article states that the best “strategic-communication leaders allow their corporate strategy to drive their communication choices” (Argenti, Howell, & Beck, 2005, p. 84). In the example of WCG, the corporate strategy employed is hiring those with hands-on communication experience. All four individuals hired have extensive experience in the communication field.Argenti, Howell and Beck also explored lessons of strategic communications. One lesson is that senior managers must be involved. This includes CEOs and other high ranking members of the organization realizing how important communication can be. Anther lesson is communications must be integrated. Basically this means that communication should be tied into all other aspects of the organization. The next lesson is structural integration is not the only choice. A company does not need just one person managing communications. Next, communications must have a long-term orientation. The final lesson is top communicators must have broad general management skills (2005). Based on each of the new hires’ experience, they have all dealt with these lessons.
In another recent press release, “WCG Forms Strategic Partnership With CEO Connection to Inform Newly-Appointed CEO Priorities,” a newly former partnership is explored. CEO Connection is a “CEO-level, members-only organization focused on knowledge sharing, development and research on major global business issues” (msnbc.com, 2012). This partnership was formed because WCG “provides its clients with the most current and progressive thinking, and strategies and methodologies regarding the philosophy and practice of communications to strengthen reputation and engagement -- critical priorities for CEOs given today's challenging business environment” (msnbc.com, 2012) states the CEO and founder of CEO Connections Kenneth Beck (msnbc.com, 2012).
Based on these press releases, it seems that WCG’s corporate strategy of hiring individuals with extensive communication experience has been very successful. Because of this impressive experience, WCG employees are probably very familiar with the communication strategies discussed in Argenti, Howell,and Beck’s article - as well as many other articles on the topic.
References
Argenti, P., Howell, R., Beck, K. (2005) The Strategic Communication Imperative, MIT Sloan Management Review, 46 #3, pp. 83-89 (full article)
msnbc.com (2012). WCG Hires Diverse Healthcare Communications Veterans to Expand and Enhance Global Integrated Offering. [Press Release] Retrieved from http://www.msnbc.msn.com/id/46410986.
msnbc.com (2012). WCG Forms Strategic Partnership With CEO Connection to Inform Newly-Appointed CEO Priorities. [Press Rlease] Retrieved from http://www.msnbc.msn.com/id/46495286.
Megan, thanks for sharing this article with us. Did the article talk about the internal strategic messaging for their employees. Besides communicating with their customers how did they funnel information to lower level employees?
ReplyDeleteWould you agree that this company's strategic communication is not vague? If so, I think that this is once company that is not like many. In many organizations ambiguity is the way they function so that they can have more wiggle room for rapid changes. What do you think? - Xio
Megan, this is a nice example. It's interesting to think about strategic communication that an SC consulting firm is engaging in. You say that hiring these new people in order to provide the best communication solutions to clients is WCG's strategy. Do you think there might be more to their strategy? Does a look at the company website tell you anything?
ReplyDeleteYou touch on Argenti et al.'s point that communication should be integrated, and that structural integration is not the only option. I'd be interested to hear a little bit more about how you think this may be played out at WCG. What is it about the new hires at WCG that makes you think they have experience with all of the issues that Argenti et al discuss?
Unfortunately, the articles did not go into detail as to how information is communicated to their employees. I think that hiring individuals with extensive experience is one part of the company's strategy. On the website it does stress that their staff is never trained on the clients' dime. This experience is clearly important to WCG. The website states that the company's values are "BE EPIC - Balance, Entreprenurial spirit, Excellence, Passion, Integrity, and Collaboration." The website also speaks of integration. It states that they are a "global communications company that empowers you to connect with audiences in ways that are both meaningful and relevant." The new members experience clearly fit the organizations needs and strategy.
ReplyDeleteThanks for your interesting post, Megan. After reading this, I am inclined to go to WCG's website to check out their client portfolio. As an "experienced communicator" I would like to see if the company's strategy of hiring more experienced practitioners has resulted in a robust client list and, more to the point, some SC successes on behalf of those clients.
ReplyDeleteWhat do you think? Do you think that the end result has justified WCG's strategic hiring process?
Peggy