Using the Balanced Scorecard for Strategic Communication and Performance Management

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.

Citation

Oliveira, C., Martins, A., Camilleri, M.A. and Jayantilal, S. (2021), "Using the Balanced Scorecard for Strategic Communication and Performance Management", Camilleri, M.A. (Ed.) Strategic Corporate Communication in the Digital Age, Emerald Publishing Limited, Leeds, pp. 73-88. https://doi.org/10.1108/978-1-80071-264-520211005