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IN PREVIOUS CHAPTERS

A network of nodes connected by lines of light, illustrating how artificial intelligence systems interpret the relationships between pieces of content to identify an organisation as a key player in its sector.

How to move from content optimisation to building brand identity

A vertical crack in a turquoise wall, illustrating how a crisis exposes the pre-existing structural weaknesses in an organisation’s communication system.

Crisis is not a one-off event: when the communication system intensifies

A microphone in the foreground with an empty room in the background, an image that illustrates the difference between visibility and legitimacy in media communications.

Media relations in the age of overexposure

Arrows pointing in multiple directions against an abstract background, symbolising a lack of alignment and strategic fragmentation in communication.

The Invisible Cost of Communicating in a Fragmented Way

an orange centred within a square frame against a monochrome background

The brand as a mental construct

A chess piece off the board, partially lit, with the board in the background in shadow

The spokesperson as a strategic asset

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