Evidence that communications is becoming a major force in business
is emphasised by a book out next month.
The Company of the Future is anticipated to be a read-of-the-year partly
because the author, Frances Cairncross, is management editor of The
The book is about how managers are dealing with the comms revolution and
includes tips that will generate support from PROs.
One of the book's signposts to success is greater attention to managing
communications with employees and the outside world through the myriad
of channels available, including the media.
'Communicating the message to staff and people inside the company is
every bit as important as to people outside,' says Cairncross.
'The people who know how to do that best are PR people, but they've
rarely been called in to work on this,' she adds.
If managers take heed of the book, internal comms is set to be an even
bigger growth area.