In a recent overview of trends for 2026, we identified three developments that will shape communication practice: narratives that are harder to land amid growing uncertainty; the revival of community-led…
As the new year approaches, many communicators will be preparing or contributing to master plans that require stakeholder approval. These plans are not just lists of activities but resource-dependent commitments…
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,…
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…