It feels like every day we are given another example of how communication professionals need to adapt to remain effective. 

We all have the ability to say what we want, to whom we want, when we want. There would have been a time when a manager could tell their charge that the boss would never see their complaint and that would be the end of it. But now there is an endless range of ways to get our message out and have the impact we want. 

What is exciting is the challenge that poses for us. We need to think beyond core tools like press releases, statements and social media posts to realise that good communications advice starts before any action is taken.