Communication is an intrinsic part of our humanity. We communicate for survival, for persuasion, for learning and for discovery. Today, media options provide us ever more choices for connecting with one another. At the same time, media outlets increasingly compete for our attention and contribute to our growing sense of information overload. The nature of audiences is changing too. Some people are more vocal about their needs, whilst others are being disempowered. The context in which we communicate also influences how people take up and interpret information. In this dynamic environment, communication is becoming increasingly complex.
Against this background, how does an organisation make effective use of the available approaches and media to communicate? How can an organisation scale up individual interactions into a common organisational communication strategy? Organisations reflecting on these questions need to be aware of their own strengths, as well as the challenges they face in the external environment. In addition, strategic choices need to be made about the approach and tools with which the organisation will work to achieve its communication objectives.
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