Shifting realities in markets and the workplace are driving communicators to reinvent their roles. They are using social media and other new technologies to engage customers and employees. Communicators have become closer strategic partners with senior management as they work together to enable the organization to respond and adapt to rapid change. Their challenges include clarifying the organization’s vision and mission, determining performance, and winning the support of stakeholders. Effective measures of the success or failure of their initiatives, however, remain elusive.