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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...
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...
A well-structured programme or campaign requires clear alignment between goals, objectives, outcomes, and measurements. Goals provide direction, objectives define the specific steps needed...
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...
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...
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 of short-termism by...
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...
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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 action. ...
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 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...
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