In 2013, my company, Able and How, published a paper called “The Uncertain Future of Corporate Communications,” in which we reported on global research and analysis, and called for greater alignment between communication and business goals. We said that the future required communicators to learn to do less with less, but to do those fewer things better. Since then there has been progress. In some organizations and functions, there has been a significant change.
While the darkest days of the global recession are certainly behind us, the lasting effects persist on the way businesses operate. Organizations are leaner now, and more focused on value than ever before. Every part of the business is measured against its potential contribution to future success.
Communication and corporate affairs professionals are caught up in these on-going requirements. Communication teams at many great international businesses are now a shell of their former selves. And others are still facing the demand for wholesale reductions. If today’s reality is about doing less with less, the requirement for specialization has increased. The need for cost savings has grown, and communicators have to reinvent themselves to build a stronger future.
The question then for readers of this publication is: Do you see this as a threat or an opportunity? How do you make the case for investment in communication? How can your function help build competitive advantage?
Disruption offers opportunity
The rapidly shifting global corporate landscape brings with it huge opportunities as well as disruption. Organizations that are agile and able to turn these changes to their advantage will benefit greatly. Because when change, and the ability to manage change, becomes a core competency, a business can quickly out-perform the competition. And in doing so, the business will prosper....
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