Your communications strategy is as important as your marketing strategy. Here's how to invest in it properly
Deborah MattinsonBritainThinks
Why is it that so many organisations spend huge amounts of money, time and energy testing their advertising campaigns to within an inch of their lives, yet put their CEO up against Kirsty on Newsnight or Mishal on The Today Programme flying blind and with no idea whether his or her message will work?
Several of us in the team at BritainThinks honed our message-testing skills working in the combative world of political campaigning. Since –...