Tapping into healthy ambition and ego to amplify the brand - Kademy - chunk 3

Guide for Communication Leaders What’s changed about change communication? Designing your comms team structure Organisational structures for comms leaders Budgeting for communications From tactical to strategic communication Creating a 100-day plan for new comms leaders Communication plan presentation guide Comms Innovators Get in touch Rigorous media training for senior executives is a key responsibility of Sabre’s corporate communications function. However, the team wondered if they were overlooking other voices within the organisation who could be powerful brand spokespeople. Branko Karlezi and the team tested this hypothesis by bringing together formal spokespeople with other employees who were identified for having strong brand commitment.