Webinars & Podcasts

Strategic Alignment: How Communicators Can Change the Face of Leadership

IABC Foundation-endorsed research

Recorded on 28 November 2018

There’s a blind spot at the heart of many of the world’s organizations.

It’s an issue that many of you have probably encountered. It can be simply spotted by observing an organization’s silos and politics, or the success of business initiatives. But, despite this, it’s an issue that’s often swept under the carpet.

Put simply, many organizations (both large and small) aren’t strategically aligned.

Their people aren’t working together to achieve common, organizational goals. In fact, most employees don’t even know what their organization’s goals are.

This issue is an important one for the world’s communicators.

In mid-2018, supported and endorsed by the IABC Foundation, Wayne Aspland and Zora Artis, undertook a global survey of more than 200 senior communicators to look at the issue of strategic alignment from a communication perspective. It’s the first global study to do this.

We explored questions such as:

  • Is there an issue? Are the world’s organizations strategically aligned?
  • If not, where are the roadblocks?
  • What are the commonalities among the best of the best?
  • What can communicators do to create more aligned organizations?

The research is revealing and points to a game-changing opportunity for our profession.

In this webinar, we’ll reveal the key findings from the research, where the real issues lie and the commonalities of those who are strategically aligned. We’ll explore the critical role communicators need to play and how to align people and stakeholders for long-term outcomes.

The key takeouts will include:

  • The case for strategic alignment.
  • The strategic alignment playbook for leaders and communicators.
  • What it takes to drive strategic alignment from a communicator’s perspective.
  • What communicators can do to elevate themselves to get that seat at the C-suite table.

Here is a link to the white paper.

Presenter/Wayne Aspland, Grad Dip Bus, is the principal of The Content Factory in Melbourne, Australia. Aspland is a strategic thinker, writer and corporate communicator who supports clients across many different sectors. He combines more than 15 years’ experience in communication (including head of function), corporate strategy, digital strategy and thought leadership.  Aspland has also worked as a sessional lecturer in Communication at Deakin University and is an award-winning past board member of the IABC Victoria chapter. In 2017, he authored a comprehensive and well received discussion paper, “The Robots are Coming,” which covered the impact of AI on corporate communication.

Presenter/Zora Artis, GAICD, SCMP, FAMI, CPM, MComm, MMktg, is the CEO and lead strategist of 3AC in Melbourne, Australia. 3AC is a strategic communication and creative agency with a team of 14 that is focused on helping clients succeed whether its solving a business problem or leveraging opportunities. Artis has almost than three decades of experience in business, marketing, communication, advertising and branding. She is a director on the IABC International Executive Board, a member of the IABC Audit & Risk Committee, a member of the Global Communication Certification Council, IABC APAC region board Vice-Chair, IABC Victoria Past President, IABC Gold Quill winner, a recipient of the IABC 2015 Chairman’s Award and a Gold Quill Awards Blue Ribbon Panel evaluator.

Khyla Flores

Khyla Flores is associate editor for IABC’s content department.


  1. Excellent discussion. Will read white paper. We communicators must add value to our organizations and championing strategic alignment is a great start.

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