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a constant battle with ourselves and our stakeholders. So, how can we embrace the shift? Although stakeholders are getting more involved with crafting copy, it doesn’t diminish the value of comms; it just changes the focus from writer to editor. The importance now is editing, reviewing and fact-checking stakeholders’ work. “It’s changing how we define ourselves; maybe we’re more editors and reviewers than just creators.” This quality control role amplifies communicators’ role as the stewards of brand messaging and voice, something that’s especially important today.
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