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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. We’ve included these five shifts in our guide, From Tactical to Strategic: How to help your communications team add more business value which will work through what you can do to help your communications team to be more strategic: Make the shift from tactics to strategy.
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