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No matter how you slice it, marketing boils down to communication. It doesn’t matter if the role is articulating the value of your product, demonstrating the intelligence of your team, or broadcasting the success of current customers. All of these jobs hinge on communication.
But something funny happened as the marketing landscape fragmented.
Individuals and teams became highly specialized. The result: one group is “responsible” for communications, but, actually, every team in the company is doing it.
The individual or group running corporate comms is often the shaper of the brand, the liaison between internal and external stakeholders, the keeper of guidelines and approvals. And if you’re in another marketing group, particularly if you need to release an asset to bring in some valuable leads, they can feel like an obstacle.
It doesn’t need to feel this way....
Corporate communications. The very phrase can strike fear into the hearts of some marketers.