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Why communications is at heart of strategy
Unlike previously when communications professionals were relegated to the periphery, organisations are now ensuring communications teams are front and centre in the C-suite.
Many organisations still treat communications as a function that explains decisions rather than helps shape them. Teams are brought in once the strategy is set, the policy approved, or the programme designed. At that point, communications becomes a finishing service, not a strategic one.
By then, the opportunity to raise stakeholder concerns, test assumptions, or anticipate reactions has often passed. Sometimes, that ends up being costly to an organisation.
