I recently read Winning, the latest book from former GE CEO, Jack Welch. While Welch has numerous insights into the world of business management, I was particularly interested in how often he talked about communications. In fact, much of the book can be read as a testament to the vital role that communications plays in running a winning business.
In his chapter on leadership, Welch lists eight rules for leadership. Every one of the eight rules deals primarily with communication or has a communications aspect. His tips include: no vision is worth the paper it's printed on unless it is communicated constantly... And Trust happens when leaders are transparent, candid and keep their word.
On change, which he calls a critical part of business, his first piece of advice is for leaders to communicate a sounds rationale for every change. When a business is facing a crisis, he recommends complete and continuous transparency. His method for managing people requires a transparent framework that everyone in the company understands.
You often hear corporate heads of marketing and communications talk about the importance of gaining access to the "C-Suite." I think Jack Welch would agree.