What’s the number one complaint business leaders have about their communications staff?
According to our firm’s recent research into this question, it’s that most communications staffers other than the CCO don’t see the big picture. They’re communications-oriented tacticians, not business-oriented strategists.
The future of the enterprise is social engagement: the active, mutually-beneficial exchange of value between an organization and its constituents. This mutual exchange of value is not just about products but about useful information that builds commonality of interests and a sense of trust.