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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. Future and present Consider future impacts of communications 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.
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