Mohammed Alhasan, Managing Director, ORAThere was a time when communications was treated as the function that came in near the end. Once the strategy had been decided, the transaction announced, or the crisis contained, communicators were asked to shape the message and carry it into the world.
That view now looks outdated.
Communications is no longer just the presentation layer of business. It is becoming one of the disciplines through which business is interpreted, tested, and trusted.
That shift is being accelerated by artificial intelligence, by a harsher information environment, and by a broader truth that many leadership teams are only beginning to absorb: reputation is no longer formed only by what an organisation says,
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