Five shifts from tactical to strategic communications - Kademy - chunk 9

in addition to those immediately present. What are you doing now to meet the necessary future results? What all these shifts mean for a communications function are less tactics, limited firefighting, fewer channels, the ability to push back on requests that don’t connect to business priorities, and increased business understanding. Put these shifts together and you’re thinking about the business’ future by focusing on your audiences in order to change behaviours to achieve business results.