Improving corporate communications: Lean Six Sigma science has broad reach

Purpose – A central theme that has always separated C‐suite executives from communications practitioners – the ability to operate within the parameters of immutable data – is beginning to unravel as uncontrollable external forces challenge traditional business approaches. However, while communicators' skills are being recognized as essential to building and maintaining strong reputations and bottom lines, the importance of data‐driven accountability has by no means dissipated; on the contrary, it has only grown as resources dwindle in today's business climate. This paper's purpose is two‐fold: giving communications executives a roadmap for achieving data‐wielding parity in the C‐suite, and offering senior management teams a process through which they can leverage this function's strategic value to a much greater effect – all by applying techniques drawn from Lean Six Sigma (LSS) methodology.Design/methodology/approach – The article introduces executives who are not LSS experts – who may even be wary of th...