A business
model for
communication
departments
Every organization has a business model. It describes how an organization creates and captures value. Its principles can also be applied to corporate communications.
A communication business model (CBM) outlines how a communication department operates, the products and services it offers, the value it generates, and the resources available to it. In doing so, it describes the value creation process of a communication department.
A Big Picture
for corporate
communications
The Communication Business Model (CBM) is a strategic management tool enabling communication managers and their teams to
- comprehensively analyze structure, alignment, and working methods,
- identify areas for development and continuously drive improvement,
- focus on the tasks and mission of corporate communications,
- explain the value contribution to top management in an easily understandable way, and
- adapt the communication department to new challenges by future-proofing it.
Overall, the CBM ensures that resources are used to create and capture value for the organization. It structures and explains the activities of the communication department – thus showing the big picture of corporate communications. The business-oriented approach can be linked to management thinking to make the value contribution of communication clear to top executives.
We believe that a communication business model must be tailored to each company and context. Do you want to evaluate and evolve your communication business model? Please do not hesitate to contact us.
Contact
DENNIS LARSEN EXPERT VALUE CREATION MODEL
Dennis Larsen is Founder and Managing Director of Linq Advisors. With over two decades of global experience in strategic reputation management, Dennis is recognised as a thoughtful and trusted advisor to leaders and organisations worldwide. His specialisms include strategy, reputation intelligence & research, organisational change, and learning & development. Dennis has a proven track record in helping clients enhance performance through powerful diagnostics, deep expertise, and a creative, solutions-oriented mind. Dennis is also practice fellow at the Nordic Alliance for Communication and Management (#NORA), lecturer at BI Norwegian Business School, as well as visiting lecturer at the Rotterdam School of Management. Beyond this, Dennis is Editorial Board Member of the Corporate Communication Review and Co-Editor of the Communication Director Magazine.
CHRISTOPH LAUTENBACH EXPERT VALUE CREATION MODEL
Christoph Lautenbach is the Managing Partner of LAUTENBACH SASS, a boutique management consultancy based in Frankfurt, Germany. For more than 25 years, he has helped international organizations to align communications with corporate strategy. His mission is to ensure communication contributes to overall value creation. Christoph is a proven expert in developing communication strategies as well as in designing operating models for communication across disciplines and organizational borders.
DR. JAN SASS EXPERT VALUE CREATION MODEL
Dr. Jan Sass is a founding partner of LAUTENBACH SASS, a boutique management consultancy based in Frankfurt am Main. He has more than 30 years of experience in strategic communications consulting and was co-chairman of the DPRG working group on communications management and value creation for many years. Jan has published numerous articles on communication management and his work focuses on positioning, communication strategies and topic architectures.
PROF. DR. ANSGAR ZERFASS ACADEMIC ADVISOR
Dr. Ansgar Zerfass is Professor and Chair of Strategic Communication at Leipzig University, Germany. Google Scholar lists him as the world’s most cited researcher in corporate communications with more than 470 articles and books in several languages. He works with communication leaders in many countries and shares his insights in executive programs at RSM Rotterdam School of Management and BI Norwegian Business School. Ansgar has worked as business leader for many years, led research projects across 80 countries from Europe to Asia-Pacific, and received numerous awards like the Pathfinder Award from the Institute of Public Relations, New York.
Ready for business?
Let's talk about future-proofing your communication department with the Communication Business Model.