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Leadership in Communication

There are as many different recipes for leadership success as there are good leaders. The IABC “Leadership in Communication” series of excellence case studies looks beyond executive sound bites for the qualities that set communication leaders apart. This is not a “three secrets of success” case study. It is designed for communicators who counsel and support the most senior people in their organizations—those looking to make the business case for communication leadership.

Leadership in Communication series

Strategy: Creativity, innovation and the bottom line

Like most business processes at Marriott, communication strategy development and implementation is an evolving and continuously improving system. The underlying principle for communication at Marriott is “communication on demand,” which involves delivering the right message at the right time and in the right way to reach a specific individual audience member.

Global communication mission
To set the direction for communication, Marriott’s global communication and public affairs team has developed a mission statement, which is supplemented each year with a list of strategic priorities:

Global communication mission: To position Marriott International externally and internally as a nimble, innovative global company that addresses the changing needs of our increasingly diverse customers, workforce, communities, owners and investors. Put Marriott in the news—and bring the news to Marriott.

Headlines for 2007
Keeping the mission and strategic priorities in mind, the global communications team then maps a list of monthly “headlines” that anticipates upcoming business priorities, initiatives and events. The complete list of headlines is included as supporting material in this section, but here are a few of the headlines the team developed for 2007:

IABC International Conference 2008 WebCast: EXCEL Winner J.W. Marriott Jr. (registration required)

“Leadership in Communication” series – Table of Contents