Communications is at a crossroads: the profession needs its own strategy
Communications is at a crossroads. The profession – and it has become a profession – needs to evolve. Communications started as an artisanal activity, became quite technical and now should grow up and become a much more strategic function. We can all write a communications strategy for somebody else. What we need to do is write a strategy for communications.
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Pierre Goad is group general manager, global head of communications at HSBC Holdings plc. He has held a series of communications and strategy roles at HSBC in Hong Kong and London and was global head of corporate communications at Zurich Insurance Group in Switzerland. He was also a correspondent and editor at the Canadian Broadcasting Corp., The Wall Street Journal in Canada, and The Asian Wall Street Journal in Hong Kong and Singapore.
Looking at the important questions of communication