Redefining Comms: Applying Modern Experiences to Advance the Discipline

Communications’ inherent dependence on intangible factors whose definitions are largely subjective—reputation, brand, trust, authenticity—hobbled it in the business climate of yore, before technology and shifting values elevated it to a position of power within modern organizations. As the function made its ascent, leaders within it helped reshape communications both semantically and strategically to more accurately describe the value it could contribute to all stakeholders. Buzzwords like innovation, thought leadership and corporate culture crept into communicators’ vernacular, representing various aspects of business that the discipline enhanced. But that was then. Now, the same buzzwords that helped re-brand communications have lost some of their power, prompting leaders to rethink how these critical components should be refined and reapplied in the context of the turbulent business environment.

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