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Title: Using the Balanced Scorecard for Strategic Communication and Performance Management
Authors: Oliveira, Cidália
Martins, Adelaide
Camilleri, Mark Anthony
Jayantilal, Shital
Keywords: Balanced Scorecard
Stakeholder management
Organizational strategy
Performance management
Organizational performance
Corporate communication.
Issue Date: 2021
Publisher: Emerald Publishing Limited
Citation: Oliveira, C., Martins, A., Camilleri, M.A, & Jayantilal, S. (2021). Using the balanced scorecard for strategic communication and performance management. In M. A. Camilleri, Strategic Corporate Communication in the Digital Age (Chapter 5, pp. 73-87). Emerald Publishing: UK. Disponível no Repositório UPT,
Abstract: There is a relationship between the organizations’ strategic objectives and their corporate communications. The latter is an important feature of organizational performance. Organizational leaders are continuously facing the challenge of communicating their strategic goals to their stakeholders. Very often, they are adopting performance management tools to meet this challenge. Consequently, this chapter explains that the Balanced Scorecard (BSC) can be used to evaluate and measure the firms’ corporate communications and their organizational performance. This tool has been widely recognized by academics and managers as it is capable of aligning organizational strategies (including their missions and visions), strategic indicators (leading and lagging indicators) and stakeholder management. A review of the relevant literature review suggests that many practitioners are becoming strategic in their corporate communications. In this light, this chapter clarifies that the BSC approach can be used to support them in their stakeholder engagement. This contribution is useful for both academics and practitioners as it aligns the corporate communication practices with organizational strategy and performance management in the digital era.
ISBN: 9781800712652
Appears in Collections:REMIT - Livros e Capítulos de Livros / Books and Book Chapters

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