Each year, communicators face the same challenge: how to plan, adapt, and stay relevant in an environment that keeps shifting. Economic cycles, technological developments, regulatory adjustments, and evolving consumer behaviour…
In the previous article, we explored five principles for smarter communication planning. These principles guide how communicators can frame their master plans for 2026: Negotiate at the level of outcomes,…
As the calendar year draws to a close, communicators are tasked with shaping or contributing to the organisation’s master communication plan for the year ahead. This process is not just…
Reporting to management and stakeholders is not just the closing step in issues management. It is a structural necessity during the monitoring stage. While many communicators focus on escalation once…
Crises rarely appear from nowhere. They are usually the culmination of smaller issues that have grown over time. To understand how to anticipate and manage these developments, it helps to…
Issues management and crisis communication management are often used interchangeably, but they are not the same. The distinction matters, especially for communicators at the early stage of their careers. In…
In a perfect world, each executive would have a dedicated communications advisor. These advisors would be in sync, coordinating efforts with shared timelines and strategic outcomes. But that’s not the…
Communicators are often expected to show results—but the skill of explaining outcomes is not the same as measuring them. Yet in many communications workflows, these two distinct actions are mistakenly…
You’ve aligned the executive team, briefed key spokespeople, and secured a strategic opportunity—whether that’s a media interview, panel appearance, or stakeholder roundtable. The planning was tight, and the comms team…
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…
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…
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,…
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…