Steering through the corporate communications labyrinth

Rosita Roles

`Communication' is what your staff and other audiences hear, and how they respond, not what you think you have said.

Steering through the corporate communications labyrinth

Rosita Roles

'Communication' is what your staff and other audiences hear (and how they respond) - not what you think you have said. Rosita Roles describes 'Cybernetic Communications', a considered approach to corporate problems analogous to that applied in advertising. Systematic research and other disciplines steer the formulation of the organisation's objectives, find the ideal mode of communication, test it, and evaluate it afterwards. ('Cybernetic' comes form the Greek word meaning 'helmsman' - it's nothing to do with computers or Daleks.)

Companies throughout the world spend huge sums on corporate 'communication'. They...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands