“The biggest single problem in communications is the illusion that it has taken place.”  Read that last week and cheered.

The notion that the simple act of delivering a press release or conference speech means “communication” can be struck off the To Do list is as common as it’s deadly.  It’s why outputs (number of releases/ size of events) are often used to measure success when it’s outcomes (changing behaviour/ converting enquiries into sales) which matter.  I’ve written before about how difficult proper evaluation is, but without it you don’t know if you’re actually communicating or just talking to yourself.