FedEx, an international company that provides shipping by air and ground and a range of logistics and trade consulting services, must provide speed and dependability globally not only for its core businesses with customers but also in its communications with constituencies about key business objectives. Employees at FedEx work in 200 countries 7 days a week, 24 hours a day. The corporate communication function must operate in as broad a landscape with speed, high impact, and precision.
Given the company’s core businesses, communication challenges can arise in many quarters—in anything from crisis management, such as managing communications in the aftermath of a plane crash or computer outage, to e-commerce initiatives, to the rapid implementation of a new business model.
According to corporate vice president Bill Margaritis, the corporate communication function needs to add significant value to the business and must be fully aligned with those making high-impact strategic decisions for the company. But how has he accomplished this at FedEx? First, Margaritis conducts annual audits with executives to find out what they are trying to accomplish and to establish a scorecard for success.…
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