In this episode of Measurement Mashup, Prof. Dr. Christopher Storck joins the hosts to explore how measurement can elevate corporate communications from a siloed support function to a strategic partner at the executive level. Despite studies confirming the importance of communication in managing stakeholder relationships, many communicators remain confined to traditional areas like media relations or internal messaging—and struggle to gain visibility beyond.

Storck emphasizes that communications must consistently be aligned with corporate strategy to gain influence and legitimacy. He advocates for a proactive, data-driven approach: using communication controlling to generate decision-relevant insights, identify when action is needed, and move away from generic reporting. The relationship between the head of communications and the CEO, while critical, should be institutionalized—so communications can scale its impact across the organization rather than remain dependent on personal ties.

Drawing on examples like Deutsche Telekom and EnBW, the episode shows how companies that make communication a shared responsibility—and embed it into strategic planning—create more resilient, informed, and participatory cultures. Storck also shares three guiding principles for communicators aiming to step into stakeholder management roles: anchor your work in strategy, earn a place in strategic processes, and stay digitally literate.