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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...

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 towards action...

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...

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...

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...

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...

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...

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...

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...