A strategy for the communicator

Communications is at a crossroads: the profession needs its own strategy

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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.

Pierre Goad

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.