How to cut comms costs and not sacrifice quality

A new guy on the job was told to cut the budget. He did so while simultaneously developing new ways for his company to communicate. Here’s what he learned.

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Looking to impress your bigwigs by trimming costs and outsourcing jobs to Lithuania?

No? Well, then by all means skip the presentation by Christian J. Porter-Schultz, a communications vice president at the international engineering firm COWI.

But if your company is battling lower-cost foreign rivals and the bean counters are leaning on you to cut your budget, listen up for some hard lessons. Porter-Schultz didn’t just “realign” and promote “engagement” and “strategy,” but he also dealt with harsh realities such as passing out pink slips.

COWI is an engineering company building bridges, tunnels, and motorways worldwide. It has 6,000 employees and is involved in about 17,000 projects in 124 countries.

Based in the expensive, high-salary land of Denmark, COWI is up against lower-cost rivals from India, Canada, and even the United States, Porter-Schultz says.

Cut 50 percent

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