Every comment from major companies is likely to be picked over by journalists and analysts by Gerry Griffin This article provides a step-by step guide to communications strategy. The FT's article looked at the increasing importance of ensuring that corporate messages are communicated in the right way. SKAI Associates contributed by explaining that the failure of business leaders to set a good example is often because they have surrendered responsibility for corporate messages to a corporate communications department and fail to give any personal input. SKAI noted other problems such as managers talking at too high a level and sanitising content. The article concluded by stressing the importance of a communications plan and gave, as an example, a model developed by Burston Marsteller.

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