The written and spoken word are the two basic increments of communication but are so frequently done poorly, unprofessionally and haphazardly. To be effective, every element of corporate communication has to be researched, planned, and implemented.
Of course, so much more can be integrated into the communication effort: conventional media, social media, non-verbal communication and group presentations, to mention only a very few.
To be effective, communication activities have to be carefully planned, the methods, media, tools, tactics, and timing have to be weighed, considered and selected.
Strategic, operational, and tactical communication planning need professional development and careful overwatch.