CorpComms Magazine

Digital was undoubtedly last year's buzzword in the communications industry. This year, I predict 'digital' will finally become mainstream and day-to-day. This means the communications industry is going to need to move from hype to reality. Demonstrating that we know what we're doing by doing it - not talking about how to do it. Those who perceive digital as a rarefied service or practice in its own right will need to come to terms with the fact that all communications practitioners need to integrate digital through mindsets and approach, not merely pay it lip-service.

The geo-political shift eastwards and southwards is creating a new global order affecting the ways in which companies and organisations operate - and thus need to communicate. This year will see growth in demand accelerate from markets like Qatar, Egypt, China, Korea and India. They are looking for export markets, tourists, investments, partners and employees. New fortunes are being made here - not in the streets of Milan or Soho. These future global giants are pushing us to think and behave differently.

This will also be a year in which, more than ever before, companies and organisations will need to communicate their commitment to sustainable practices. Organisations are starting to see the link between cost efficiency and sustainability and this can only add impetus to accelerating climate change issues. It will be interesting to see if last month's Copenhagen summit gives this a kick-start in 2010.

More focus on clear ROI and demonstration of how communications can deliver measurable business impact that makes sense to CEOs and shareholders will be front and centre. Last year's economic pressures have made this a critical focus area and the industry needs to finally resolve how we do this consistently and credibly.

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