7 key roles for corporate communicators

It’s never been harder to do this job. Here’s how to remain relevant and not get bogged down fighting the wrong battles.

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First, the bad: “There’s never been a harder time to be a communicator than right now.” Why? Everyone has attention deficit disorder.

“Nobody can pay attention to anybody for more than a minute,” Crescenzo said. What’s worse, corporate communicators have to compete with hundreds of other media and activities for employee attention. Would you rather read the Cosmopolitan.com’s write-up about the best time of day to have sex or “A Word from the President?”

The 21st annual Corporate Communicators Conference, a three-day event taking place this week, is produced by PR Daily publisher Ragan Communications. To read a live blog of the event, click here.

During his keynote, Crescenzo asserted that nobody wants to plow through boring copy when there’s interesting, fun, or even naughty content they could be reading. It’s up to communicators to make sure their content isn’t boring, even if that’s what the company has always served up.

“Left to their own devices, corporations and organizations will always create really bad content,” he said. It’s up to communicators to say that things can be better.

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