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Institute for Media and Communications Management

Clarity in Corporate Communication

Clarity matters in complex corporate communication: unclear strategy communication leads to misaligned actions, unclear customer communication leads to unsatisfied clients, unclear risk communication leads to misunderstood threats, unclear crisis communication leads to reputation damage.

Complex to ClearMaking the complex clear pays, but clarity needs to be managed systematically. In this project, we have developed effective means to do so and examine how complex messages can be made clear - every time.
How can you make the complex clear? This is the key question behind a new global research study. The University of St.Gallen's =mcm institute and the Global Alliance for PR and Communication Management have conducted a study on how to make complex corporate communication messages clear - and this in a systematic manner. The study shows - through case studies, literature reviews, best practices and a survey - how to create messages that have a clear context, a logical structure, focus on essential elements, and create resonance with their audience.

The study is the result of a joint effort with AXA, Swisscom, Grayling, and the Global Alliance for PR and Communication Management. You can download the pdf version of this clear communication manual
The following diagram shows our clear communication approach in a nutshell.

Communication Approach

Further information

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=mcm institute
University of St.Gallen
Blumenbergplatz 9
CH-9000 St.Gallen
Phone: +41 (0)71 224 22 97

Prof. Dr. Martin J. Eppler
Chair of Communications Management
Phone: +41 (0)71 224 34 90


The study can be downloaded here.

Quick links

You can order your printed copy of the study here.

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University of St.Gallen – School of Management, Economics, Law, Social Sciences and International Affairs (HSG)
Dufourstrasse 50, CH-9000 St.Gallen, Tel +41 71 224 21 11, Fax +41 71 224 28 16
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