Alignment is a cyclic and negotiational process aimed at creating synergy between the goals of a company and the needs of internal and external stakeholders. Consequently, companies need to develop a strategy for aligning their internal communications and human resource management practices with their externally projected values and goals. Alignment not only is a question of communication and (corresponding) actions but also involves the entire organizational culture, which conditions and affects the interactions between all the members of an organization. Alignment is crucial to the formation of long-term relationships with internal and external stakeholders and thus has an impact on sales, internal turnover, and productivity. This entry discusses the process of alignment between identity and reputation and how alignment is measured.

Alignment is a cyclic process ...