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tactics to strategy: 1. Business outcomes ahead of tactics Know what your organisation’s priorities are and shift from delivering tactics to delivering business results. 2. Audience beyond channels Consider first what audience you need to reach in order to meet the organisational objectives. Then determine the best channels to make that happen. 3. Behaviour and understanding To deliver business results, communications need to go beyond simply driving understanding, to targeting the specific behaviour change the business requires. 4. Think before do Think through the communications plan and the business objectives before producing any collateral. 5.
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