Macro trends – including the ubiquity of technology, deterioration of trust and increasing consumer empowerment – are changing expectations about how businesses connect with their employees, customers, partners and communities. Organizations invest significant time and money developing strategies to meet these changing expectations, but they often fail to create engagement that drives lasting change. We call this the strategy-to-action gap.
Today more than ever, communication is key to navigating change and creating meaningful growth. Communication professionals must understand how to make business strategies accessible in a way that inspires forward motion and lasting change, both inside and outside their organizations.