27 minutes | Sep 7th 2020

Why corporate reputation needs to learn from politics

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James Frayne, co-founder of Public First, campaign strategist and author of corporate communications primer Meet the People, tells me why no organisation can truly avoid politics these days - no matter how much they may wish to. We talk about what that means for your communications strategy, how you should structure a communications team, and what to make of the whole 'purpose thing'. The main lessons?: Integrate all of your comms teams under one leader and one strategyPrepare for battle - no one likes being shouted at, so you need to plan rigorouslyActively listen to conversations about you - online and offlineLearn to distinguish between the parts of that conversation that actually matter and the elements that are ephemeral, by understanding what actually matters to the people who matter most to you. 
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