The ECA Communications Strategy: how communications and media relations will project and help bring about the "new" ECA

Abstract

The role of communications in organizational effectiveness has also become more prominent, as greater appreciation for the ability of the media to shape perceptions becomes a driver of outreach efforts. To this end, the need to introduce an appropriate strategy for communications and media relations is imperative for the refocused ECA, in that it provides an opportunity to reconsider the approach, re-establish the priorities, and allocate adequate resources.