Firms miss point when it comes to communication

CONFERENCE REPORT: Companies fail to recognise the fundamental difference between communications and communication, according to Kevin Thomson, chairman of the Marketing and Communication Agency.

CONFERENCE REPORT: Companies fail to recognise the fundamental

difference between communications and communication, according to Kevin

Thomson, chairman of the Marketing and Communication Agency.



He told delegates to PR Week’s Communicating Business Strategy

conference that communications should be used to gain staff

understanding and commitment, claiming businesses are being seduced by

communications technology and failing to communicate core brand

values.



He said that, while those at board level may consider communication to

be a ’soft’ discipline, it has been proven to affect the bottom

line.



’A recent survey by Fortune magazine revealed that those companies voted

best to work for yield higher returns to shareholders,’ said Thompson,

adding that it was vital for internal communications strategies to

convert employees into ’brand evangelists’.



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