Communicators often prepare executives to represent the organisation across key moments, channels, and audiences. A strong communication agenda may set the foundation, but the more difficult task is measuring whether…
Executives are expected to express their organisation’s value in ways that reflect a real understanding of their audiences’ concerns, expectations, and questions. That includes employees, customers, regulators, investors, and other…
Trust is a foundation-level value that businesses need to earn and maintain. It is no longer enough for organisations to talk about trust in marketing materials—it has to be seen…
In communications, Big Ideas often take centre stage. They are bold, attention-grabbing, and offer the promise of immediate impact. Compared to that, Small Ideas may seem less exciting or even…
Big ideas are meant to drive attention and engagement. Without clear objectives and meaningful KPIs, they can become distractions rather than strategic assets. A concept that looks impressive on the…
The promise of scale has always appealed to communicators. Whether we’re raising awareness, shifting perceptions, or influencing behaviour, reach is often seen as a marker of success. In recent years,…
Big ideas help communicators do their jobs more effectively. When a campaign or programme starts with a strong idea, it’s easier to cut through noise, hold attention, and move people…
Communications and creativity are closely connected. At its best, communication activates human curiosity and interest. That’s what makes it effective—especially in communications efforts and outreach. Our audiences don’t engage because…
We often don’t know what we don’t yet know. That’s what makes after-action reviews essential. They help communicators uncover overlooked details, identify areas for improvement, and sharpen what worked. More…
One of the most persistent challenges in communication is showing how programmes and campaigns influence audience behaviour. Whether the goal is brand trust, issue awareness, or product interest, many communicators…
A common challenge faced by communicators is learning how to separate strategy from operations when planning and running programmes or campaigns. The terms are often used interchangeably, but they serve…
The project is complete. The objectives were met, the milestones were achieved, and everything went according to plan. Now, it’s time to present the outcomes to stakeholders. However, a successful…
Outputs and outcomes are both essential components of a communication programme, but they serve different purposes. Outputs refer to the tangible activities and deliverables produced, such as media coverage, social…
Research and data play a central role in shaping communication programmes and campaigns. They provide a foundation for understanding audiences, evaluating trends, and selecting the right approach to achieve meaningful…
A well-structured programme or campaign requires clear alignment between goals, objectives, outcomes, and measurements. Goals provide direction, objectives define the specific steps needed, outcomes indicate success, and measurements ensure accountability. …
A plan needs a clear starting point, and for communication, or project plans, objectives provide the foundation. They establish direction, define success, and ensure efforts remain focused and measurable. Without…
A communication plan is a critical tool for any communicator. It serves as a roadmap, ensuring that messaging is strategic, targeted, and aligned with organisational goals. Without a structured plan,…
Communicators are often required to build programme and campaign plans well in advance. However, they rarely have all the necessary information at the outset. This is due to a mix…
Communicators are often excellent at shaping narratives and delivering messages. However, when it comes to briefing their own teams on projects, campaigns, or programmes, clarity is often lacking. A poorly…
Communicators often find themselves chasing short-term outputs dictated by leadership. While these outputs may provide a sense of accomplishment, they do not always contribute to meaningful progress. Without a structured…