It's important to build time for creative thinking into communications rather than getting bogged down in bureaucracy. While creativity for creativity's sake can backfire, firms that fail to bring new ideas to the table will become less relevant. The key is devising a strategy that allows room for creative thinking, while ensuring that any ideas are clearly aligned with business goals.
Last week, I attended my sixth Annual Meeting of the World Economic Forum (WEF) at Davos, Switzerland. I attended many of the sessions in and out of the forum and there was no shortage of women's faces. But appearances can be deceptive. Many women attending did so, not as delegates but as staffers or spouses of the delegates. Sadly this year among the 2,500 delegates, only 16% were female, down from 17% in 2013 - its highest ever. Yet, despite this, there was a real feeling that it was time to get serious about ensuring that 50% of the world's population get their fair share of the world's resources.
If we have learnt anything from recent financial turmoil and the evolution of social media and public skepticism it must surely be that businesses - irrespective of their size - are no longer able to sustain an ivory tower culture, only connected to their consumers and owners, insulated from the rest of society and immune to its challenges and common practices.
It may not be everyone's choice of how to spend the hottest evening of the year, but on Monday night Boris Johnson gave a speech at the British Bankers' Association dinner. Hot yes, hotbed of progressive thought, no. But Boris' speech nonetheless got my blood boiling. In taking a swipe at the proposal for a European Financial Transaction Tax - every City fat cat's favourite bug bear at the moment - he chronically misrepresented how it works.
It seems slightly absurd to claim that Carney, Bernanke, Draghi and a few others can pre-empt the economic behaviour of almost seven billion individuals, but this is what they are apparently able to do. It is argued that only central bankers can save us from permanent economic stagnation. This is despite the fact (yes, the fact) that so many of them worked for the banks that destroyed our economies in the first place. Who, exactly, is in control right now?
However, I have noticed that much talk surrounding "Lean[ing] In" has centred mostly on women who already in the workplace. Whilst I have nothing against this, I feel as though younger women, girls of my own generation in the UK who are still in school, are, comparatively, missing out on this exciting 'buzz'.
The Chancellor's announcement today is audacious. He rode roughshod over a careful and open appointments procedure to ensure that Britain will, for the next eight years have a governor of the Bank of England whose experience, history and record is totally aligned with 'the takers' - the bankers and speculators that have asset-stripped the British economy.
With bankers' bonus season in full swing, and thanks to relatively recent European rules, we at least get to see exactly the sort of pay deals being awarded to the top bankers in the City. RBS chief executive Stephen Hester's bonus, which he eventually turned down following public outrage, will be followed by a series of other bonus announcements in the coming weeks.