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
He said that, while those at board level may consider communication to
be a ’soft’ discipline, it has been proven to affect the bottom
’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’.