Writing for the Internet: The Shallow Shores of a Very Deep Ocean

writing-for-the-internet-feat

Writing for the internet is one of the most valued skills of a communication professional. We use it daily – at work, while blogging or when we post on social media. Producing web-friendly copy has also become a business, and with that, it has to a large degree become formalized, templated and, frankly speaking, boring. The size and the complexity … Read More

Zhenya StarkovaWriting for the Internet: The Shallow Shores of a Very Deep Ocean

Communicator’s Crisis: When There Is No Buy-in

I have not written anything on this blog for months, taking a good amount time to redefine myself within the communication profession. It has been a very strange experience as the usual enemy causing the communication crisis didn’t appear in the form of an exceptionally difficult stakeholder or bad publicity. Instead, here I was, full of doubts whether my approach … Read More

Zhenya StarkovaCommunicator’s Crisis: When There Is No Buy-in

Steve Seager: The Traditional Approach to Strategic Communication Is Outdated

I am passionate about the communication profession – I experience it as a fascinating and meaningful journey which is never monotonous and which keeps me on my toes. Year on year, project by project I continue to shape my professional communication infrastructure and my personal perception of what this profession is all about. The better I seem to master the … Read More

Zhenya StarkovaSteve Seager: The Traditional Approach to Strategic Communication Is Outdated

Branding Is Dead: Long Live the Corporate Story!

Richard Coope at Radley Yalder's "Connected Storyteling" event.

What we know as brand management is being replaced by a much more dynamic field where the ability to maintain a coherent and enticing corporate story is taking centre stage. Although closely related, branding and storytelling have so many things that set them apart. The corporate story is growing up to be rather different from its parent – branding – … Read More

Zhenya StarkovaBranding Is Dead: Long Live the Corporate Story!

Exploring the Role of Communication in Change Management

communication-in-change-management

Ours is a very fluid discipline and its strength is in the ability to adapt and serve the most urgent needs of an organization. It is, therefore, not a surprise that every existing model in the MBA armamentarium discusses the essential role of communication in change management. Every book on change management has a chapter dedicated to communication. Every sound … Read More

Zhenya StarkovaExploring the Role of Communication in Change Management

How The New Hive Won Me Over or the Power of Creative Communication

the-new-hive-creative

A few weeks ago, I joined The New Hive, and I am really impressed. The main focus of this new network is creativity and expression – a niche that none of the social media channels had been able to approach with such a degree of elegance. Social networks as a medium of communication: What’s lacking? As any other communication practitioner, … Read More

Zhenya StarkovaHow The New Hive Won Me Over or the Power of Creative Communication

Communication Objectives: Why Bother?

Communication objectives staircase model

Nearly every project within an organization must be communicated at one point or another. Interestingly enough, few companies set communication objectives for individual projects. “Let’s just skip this part – we have all our project objectives listed here, that’s kinda like the same thing”, isn’t it?” Well, it isn’t, unless we are talking about pure and undiluted communication projects, which … Read More

Zhenya StarkovaCommunication Objectives: Why Bother?

What is Communication Management?

what is communication management

Scientific and applied literature offer extensive definitions of communication management. Oftentimes these definitions embrace an integrated approach which suggests that a fusion of various communication-related disciplines within a company fall under the responsibility of one team and its manager. Communication management is defined as a systematic planning and realization of information flow, communication, media development and image-care in a long-term … Read More

Zhenya StarkovaWhat is Communication Management?

Communication and Change: The Story of 3 Dutch Brands

eacd communication and change

Communication is essential in the time of change – we know that already. This is what we read in all professional literature on the subject, this is what they tell us at school. Nonetheless, this happy marriage of communication and change continues to invite discussion, debates and speculations. That’s the thing about change: it’s usually unpredictable, rarely expected and almost … Read More

Zhenya StarkovaCommunication and Change: The Story of 3 Dutch Brands

Are Corporate Communicators Entitled to a Personal Brand?

We are only credible as corporate communicators if we believe in what we say on behalf of our company and if we live its values – which, by no coincidence, we help formulate and integrate. This sounds idealistic, but as far as I am concerned this is the only way to add value to business operations and to generate strategically … Read More

Zhenya StarkovaAre Corporate Communicators Entitled to a Personal Brand?