Functional communications

Communications should be functional, i.e. service a clear objective. In the private sector a key aim is selling your product and communications are build around this purpose.

In the non-profit sector this is different but the key questions is always 'What business am I in', 'What do I want to achive'. There will be various answers but it is important to ask the right questions first. And the right questions always start with the business challenge. How can I achive the goals of my organisation? What do I need to make it happen? Who do I need on board? What does he need to know?

Communications is always functional. If not it will not be genuine and may be a waste of resources.

To be continued and edited.