Stop Managing Executives Ad Hoc, Use a Communications Agenda
A communications agenda is not simply a set of tasks or a calendar of appearances. It is a strategic tool that helps align the executive’s role with the organisation’s visibility,…
Measuring Executive Communications Output
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…
Aligning and managing your executive with a communication agenda
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…
What is Executive Communications, and Why Does It Matter?
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…
Can Small Ideas Also Work for Communicators?
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…
Holding The Big Idea Accountable for Objectives and KPIs
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…
Must All Big Ideas be Scaled Online?
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,…
Why Big Ideas Are a Strategic Asset
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…
What are big ideas and why do they matter?
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…
Preparing for an effective after-action review
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…
Measuring Outcomes
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…
Moving from strategy to operational objectives and outputs
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…
Presenting an outcomes-based project to stakeholders
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…
Measuring outputs effectively
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…
Using research and data to decide on approach and tactics
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…
Connecting goals, objectives, outcomes and measurements
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. …
Writing Objectives For Better Plans That Drive Results
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…
How to Build a Strong Communication Plan That Works
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,…
Build Effective Project Plans Without All the Answers
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…
Making Your Brief Work Harder for Your Communication Project
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…