Communication – a weapon of use or a force for change? Skarbek Breakfast event at Telum Media 

Communication – a weapon of use or a force for change?

Skarbek Breakfast event at Telum Media 

At Skarbek Associates, our decades of experience have shown time and time again the vital importance of effective communications in delivering strategy. We were therefore delighted to be invited to speak at Telum Media who run a pan-Asian database for PR professionals. Before an invited audience of senior professionals from the worlds of PR and External Communications across industry. The talk by Graeme Lamb focused on the dramatic shift from a world in which we were poorly connected but well informed, to a world in which we are incredibly well connected but poorly informed – the vast amount of information available makes it hard to separate out the key elements from the noise. Anyone can gain a platform, making it hard to differentiate between valid information and untruths. Skarbek described Leadership as a simple function of message, messenger, and audience: Identify first the audience, then craft the message to the audience, then find the right channel and person to deliver the message. Just as with any channel, so with social media – it needs to be thought about properly before being used. It is a well-connected yet ill-informed space that needs to be used correctly in order to direct the audience you seek to the relevant information you have to offer them. 

Therefore it is just as important as ever that as leaders we maintain that clear focus; message, messenger, audience.