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
