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projects with a start, middle and end won’t cut it anymore. Change is constant and it needs to be accommodated as a core, intrinsic part of everyday business for the function. For a lot of teams, this will require an intentional shift away from a traditional view of change comms. Be clear on the role of comms in change With change accelerating, communicators risk taking on even more responsibility in their unofficial “change agent” role. Naturally, comms should steer change narratives and messaging – but they should not be regarded as de-facto change managers.
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