In the age of all media, there are many transmitters, and messages are increasing exponentially. Attention has therefore become a rare commodity.
To make their mark in the media, executives need to offer a clear and audible vision of their company's place and role, and capitalize on their expertise.
The boundary between internal and external communication is increasingly blurred in the digital sphere, and managers must now embody their company's raison d'être at all times.
To ensure a long-term vision, their actions and discourse must be anchored in the company's values.