The Strategic Contribution of Communication
By Lise Michaud
One of the big challenges for communication professionals is to describe in a paragraph what our strategic contribution is. Often the response is to describe what they do (tactics) rather than what their contribution can be.
This edition part of our Research Brief series is titled Beyond Tactics|The Strategic Contribution of Communication. It focuses on the importance of the Global Capability Framework developed by the Global Alliance of Public Relations and Communication Management with academics and professional organizations.