Issue 03/2017 Europe

Made to measure: the personalisation of communications

Contemporary anxieties about privacy, the abuse of personal information and rampant commercialisation of the public sphere sit uneasily alongside our ready acquiescence in handing over private data for access to online products and services. Nowhere is this tension better embodied than in the current ubiquity of personalised communications – from algorithms that determine your Amazon recommendations to tailored emails in B2B marketing, data has empowered companies to personalise their messages at scale. The Issue Focus section of this magazine explores the how and why of data-driven personalisation, as well as the pitfalls and ethical implications.


The full spectrum of the communicator's portfolio

The communications lessons learned by Ireland’s Central Bank in the wake of the financial crisis

Why one cigarette company is communicating smoke-free products

Exploring the new scope of stakeholder engagement

Five communications steps to help associations prepare themselves for crisis

What content is most engaging? Why? What can we learn from it?

How Siemens uses cardboard virtual reality viewers to attract the employees of the future

The 2017 European Communication Monitor shows that the strategic communication function is undergoing a fundamental transformation

Brands and the arts: making creative partnerships work – trends, best practices and insights into successful collaborations.

According to a new report by the European Broadcasting Union, the trust gap between traditional and new media is widening

To define, encourage and improve on collaboration at your workplace, perhaps it’s time to unearth some old board games?

Communicators need a blended vision of thought leadership in order to position their organisations as a trusted partner


Key communicators under the spotlight

In the face of public apathy, can one human story illuminate a large-scale crisis? We put your questions to the head of communications of the United Nations High Commissioner for Refugees.

Issue focus

Looking at the important questions of communication

In order to retain and grow their customer base, businesses need to get personal with their consumers


Can AI deliver on the promise of marketing: true personalisation at scale?

Finding the right balance between protecting our privacy and allowing organisations to track our every move

The father of the Republican internet on Trump, Twitter and the pitfalls of online echo chambers

How can organisations choose the right data-analysis strategy to suit their personalisation needs?

A more personalised, authentic approach to communications can help engage the sceptics

5 tips on...

Quick tips for communicators

These tips should enable even the wariest company to confidently pick and choose the right smartphone-wielding influencer for their brand.