Strategic Adviser Forum

Did you know that building alignment is a chance for your organizations to boost its competitive advantage? And for you as a communicator, it’s a chance to take the lead on alignment and significantly increase the demonstrable business value you provide.

To learn how, join the pre-conference Strategic Adviser Forum session, “Alignment: How communicators can change the face of leadership.” The session takes place on Sunday, 9 June from 9 a.m. to 12 p.m. (lunch is included).

Defining alignment

According to the Cambridge Dictionary:

  • Organization means a “group of people who work together in an organized way for a shared purpose.”
  • Team means “people working together as a group in order to achieve something.”

When you consider these definitions, one thing becomes obvious. Alignment—the ability to unite people behind a shared vision, strategy, values and purpose—is absolutely core to what leadership is all about.

Are most organizations aligned?

Did you to know that some of the world’s organizations are routinely poor at aligning themselves and have been for decades? What if we said that only 26% of respondents feel that their colleagues see the corporate strategy as key to the way they do business, according to a recent study? So much for organizations being united by shared purpose.

Lead on alignment across your organization

This interactive workshop will focus on how to take the lead on alignment across your organization. It will be particularly relevant to any communicator who is keen to lift the business value of their function or their role within the organization. The workshop will begin by looking briefly at the findings of the 2018 Global Alignment Study conducted by Zora Artis, SCMP and Wayne Aspland, with the support of the IABC Foundation.

It will then focus on the practical issues related to driving organizational alignment. In particular:

  • Alignment, brand and engagement: how do they work together?
  • How to determine the level of alignment in your organization and create the business case for change. This is critical because real alignment is virtually impossible without total leadership support.
  • Uniting and empowering your leaders—both the executive and the senior leadership teams. Why is this important and how can you approach it?
  • How to create and communicate a simple, credible and inspiring strategic narrative, which is vital to the alignment process.
  • How to move from “communicate” to “unite” and the critical partnerships you will need to forge along the way.
  • How to move beyond tactical actions to tangible outcomes.

Workshop facilitators

Zora Artis, GAICD, SCMP, FAMI, CPM, is the CEO and founder of Artis Advisory in Melbourne, Australia. Artis Advisory is a strategic advisory practice focused on helping clients succeed whether it’s solving a business problem or leveraging opportunities through better organizational alignment, engagement and communication. Artis has almost three decades of experience in business, marketing, communication, advertising and branding. She is a director on the IABC International Executive Board, a member of the IABC Audit & Risk Committee, a member of the Global Communication Certification Council, IABC APAC region board vice-chair, IABC Victoria Past President, IABC Gold Quill winner, a recipient of the IABC 2015 Chairman’s Award and a Gold Quill Awards Blue Ribbon Panel evaluator.

Stephen Welch is an independent consultant and occasional World Conference presenter. He is a communication, HR, and change professional who with strong skills in consulting, leadership development and research. Welch’s most recent work involves coaching the top communication team of a U.K. government department, and co-developing the Corporate Snakes and Career Ladders project ( This project helps people go from technical experts to strategic advisers, and was featured as the pre-conference workshop at last year’s World Conference. Previously, welch led the internal communication function at Dialog Semiconductor and was a global partner of management consulting firm Hay Group. He is a fellow of the Royal Society of the Arts, a certified member of the Chartered Institute of Public Relations and a full member of the Market Research Society. Welch is also an occasional guest lecturer at the London College of Communication and Leeds University Business School.

The fee for this workshop is US$250 members and US$300 for nonmembers and is included with Sunday-only day pass registration.

This is your chance to take your organization, and your career, to the next level.

Add this event to your registration today!