Communications in business. Communications that create business results. Going back to the basics: Why do we communicate at all? The role of perception, in creating or blocking business success. Does the powerful idea, or the perception of the power idea drive the company? A discussion of perception, marketing, public relations, and communications. The concept of perception management. Technology driving this view of communications as perception management. The critical importance of credibility. Creating motivating communications which have emotional relevance to the listeners one wants to reach. Being measured on our ability to make an impact. The need for good communications to be outcome-oriented. The need to hold the communicators and the communications accountable for specific results, for influencing behaviour of targetted audiences and not just for making someone feel good. The power and importance of perceptions.
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