…And Tactics

The study, Intangible Assets and Communication, found three tools that PR pros can use to help them assess their organizations' intangible assets: two help assess how companies
share information and the third tool is how firms can apply the first two tools into financial and non-financial areas. Tamara Gillis, the 2001-02 Chair of the IABC Research
Foundation, says the study should help communicators gauge the nature of the company culture and show how communication can be infused throughout the entire enterprise rather than
something that's done externally.