the old ways of looking at communication are just too wasteful – 6 recommendations Over recent years, a great deal has been written about the decline of traditional advertising agencies and public relations consultancies. The fact is, both industries are dying – and with good reason. Some would say that it is not before time. […]

the old ways of looking at communication are just too wasteful – 6 recommendations Over recent years, a great deal has been written about the decline of traditional advertising agencies and public relations consultancies. The fact is, both industries are dying – and with good reason. Some would say that it is not before time. So, what is the way forward for business communication, including advertising and public relations? Here are 6 recommendations arising from my articles on this subject in 2016. be strategic Communication is just one element of a complex marketing equation, and must be addressed as such. Contrary to what many advertising agencies seem to think, communication is not a standalone issue. The focus of communication should not be awareness or branding – but rather, the management of behaviour. Communication is, by definition, a two-way process. Research shows that making communication a two-way process makes it more…