Demystifying communication

by Adelaide Z  |  June 19, 2012

Yesterday, my colleague and I took in an IABC seminar at Concordia’s JMSB. The subject: strategic communications with guest lecturer Adrian Cropley – chair of the International Association of Business Communicators and all around world-renowned communications guru.

The topic was interesting, and the location made me a little nostalgic as Concordia is my alma mater; hers too. But I digress.

The topic: Cropley reminded us we have to ask ourselves one simple question each time. What problem are we solving? Simple enough to ask, but finding an answer, the right answer, is the complex part.

Cropley demystified the ‘4 M’: Message, Market, Media, and Measure. Basically, if you don’t get these right, then the problem you’re trying to solve will never be solved. Communications drives engagement and engagement drives the bottomline.

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