World trends in Corporate Communication

Professor Anne GregoryChair, Global Alliance

Operating at two levels

The big trends

A profession that is strong and growing• 12% increase• 1 million practitioners in

China• New and emerging areas

of growth

The big trends

More practitioners at senior levels

The big trends

Increased complexity• Interlinked• Interconnected • Interdependent• International

The big trends

Time pressure• On-line, 24/7• Volume• Trends v trivial• Time for

reflection?

The smaller trends

Changes in Communication• Channels• Multi-modal• Mobile• Visual

Implications for our practice

• Brand journalism• Personalisation• Partnership• Shift in content• Measurement and

metrics

Challenges

• Partnership and power• The digital divide• Transparency• Crisis communication

Organisations are defined and

constituted by communication not just enabled by it…

An opportunity

Evidence from our own industry

Leadership with communication at its heart - thanks to A.G Lafley

• Defining the meaningful outside

• Deciding how you do business

• Balancing present and future

• Shaping values and standards

The legacy from WPRF Madrid

Communicative leadership

• What it means for us• Practical tools