Build a Measurement Framework That Proves Your Value
Communicators often face the significant challenge of proving the value of their work to the wider business. You may know that your latest campaign was a success, but knowing it…
Without Stakeholder Buy-In, Your Communication Plan Will Fail
You have done the work. You have established a clear brand positioning, crafted consistent and relevant key messages, and built a strategy focused on measurable outcomes. You have created, in…
Stop Measuring Communication Activity and Start Measuring Impact
As a communicator, you create things. You write press releases, publish social media posts, organise events, and distribute newsletters. These are your outputs: the tangible, immediate, and countable results of…
How to Turn Key Messages into a Powerful Tool of Influence
If a clear brand positioning is the strategic foundation of your work, then key messages are the pillars you build upon it. Positioning is the internal, guiding idea of what…
Positioning Is the Non-Negotiable Foundation of Your Work
Every communicator can be guilty of this. It is tempting to focus on the visible aspects of our work: the clever social media campaign, the perfectly crafted press release, or…
What Remains the Same – The Fundamentals That Define Great Communicators
Over the past four articles, we explored three trends for 2026 and their implications for communicators. We discussed how uncertainty makes narratives harder to land, how the revival of community-led…
From Principles to Practice: Building Communication Plans That Win Resources and Support
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,…
Securing 2026: Five Principles for Smarter Communication Planning
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…
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…
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…
When does data get to change objectives and outputs
Data is everywhere. As communicators, we need to become proficient in understanding the inputs we receive—particularly from qualitative sources. These inputs often come in the form of customer feedback, social…
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…
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,…