Introduction

Communication is at the heart of every organisation today. More than ever before, it is about being a credible organisation in the eyes of all stakeholders. No longer can an organisation be content with addressing one agenda or one group of stakeholders at a time. The requirement is to be visible and accessible all the time, to everyone, everywhere. This is no small challenge. It requires good trust-building communication on all platforms, internally and externally. At the same time, the frequency of both change and crises has increased significantly, and there is no reason to believe that this will change. This means that organisations are challenged as never before, and all these factors call for skilled communicators. Society, customers and investors are holding organisations accountable in new and more ways. Employees are demanding more and more meaning, direction and engagement, as are the talents of the future, for whom there is intense competition. The mediatised reality requires round-the-clock focus, calling for transparency and smart interaction. This means that the professional communicator must master multiple channels and orchestrate the organisation’s own voices wisely.