Communicating with your employees, your customers, your shareholders, your partners, your prospects, the sources of your future human talent, the market at large, with those who can influence the perception of your organisation in the broader market, including media and social media channels, is not a cost.
It’s as much a part of doing business (not just being a business) as issuing invoices and collecting money.
By all means redefine the measures of success. By all means recast your programmes. By all means go to market to test whether you should change your consultancy.
By all means, become better and more succinct at communicating.
But don’t stint. Don’t stop. And don’t cut your communications budget or resources because they look (if you squnit) like a cost.
If all those individuals who make up all those audiences listed above don’t know what you stand for, don’t know what you have to offer, or don’t hear from you, they won’t buy from you.
Create value, and help people find it, by communicating.