Corporate communication and political communication both require strong leadership based on clear vision, long term strategic thinking and the establishment of trust inside and outside of an organisation among all stakeholder groups. A lot of corporations struggle with a poor reputation among external and internal target groups, and they mainly turn to Communications in order to solve this dilemma. In the case of poor employee moral and retention, the blame is more often than not placed on poor internal communications. Companies seek advice and assistance from communication experts, yet continue to fail to witness long-term improvements. Why does this happen? Corporations or political parties that focus on communicating key issues instead of dealing with them in a more effective way, is like a person who, instead of repairing a broken car engine, paints it in a new, shiny colour. In my opinion most of those organisations should initiate a leadership audit before seeking to improve their communication systems.
