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Two recipes for effective communication, do you choose reputation or relationship?

The challenge for communication professionals in the coming years is to operate from intermediate positions. Not a performer, but an essential link between management and employees, between organization and audiences, between brand and target groups. Creating good interactive relationships with customers, the financial, political and social environment is a key factor for the survival of an organization.
The relationships between organizations and the outside world have changed considerably in the last few years. Companies are closely monitored by the media, they create the news. From this perspective you see that corporate and marketing communication grow closer and find each other in branding. More and more we see organizations as a relationship concept. Image and identity play an important part too. More and more communication is done in (international) networks that can not optimally realize their goals without a capable communications director.