The Blurring

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To make dim, unclear, or cloudy: The smoke blurred my vision. To cause to be intellectually indistinguishable: New thinking has blurred the divisions between disciplines. To become visually indistinct: The faces blurred in the crowd. To be unclear or clouded: His vision blurred as the drug took effect.


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To become intellectually indistinguishable: TV commercials and shows seem to blur into one another. Something that is hazy and indistinct to the sight or mind. Switch to new thesaurus. To make dim or indistinct: becloud , bedim , befog , blear , cloud , dim , dull , eclipse , fog , gloom , mist , obfuscate , obscure , overcast , overshadow , shadow.

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Everything is just a blur when I take my spectacles off. The rain blurred my vision.

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Mentioned in? References in classic literature? The general blurring and shifting of Fraunhofer's lines of the spectrum point, in my opinion, to a widespread cosmic change of a subtle and singular character. View in context. This manifests itself mainly in local companies where chief marketing officers lead corporate communications functions.

Or at multinationals where a director of corporate communications usually resides outside the region. In some cases, the function even sits under the HR director. Traditionally, companies looked at their external target audiences with dual lenses. Relationships with stakeholders were managed by public affairs and public relations professionals, while marketing focused on addressing consumers. However, the line between stakeholders and consumers is not so visible anymore. At the same time, consumers who may not have interacted with the company can now become important stakeholders through social media-driven consumer movements through which they engage with a worldwide audience.

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This means a closer relationship between brand and reputation than ever before, making alignment of communications and marketing fundamental to a successful business. For a long time, the communications department was seen as a support function. This leads to poor management of corporate reputation. The alignment of communications and marketing also changes the role communications plays in companies. Reputation becomes an important non-tangible asset for businesses. Communication, therefore, defines how information flows within the company, engages important stakeholders, and drives relationships between the company and the external world.

As such, it should be a key managerial function and top in the skill set repertoire of key corporate decision makers and C-Level business leaders.


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The survey found that UAE business leaders are considered by employees to be mainly strong across six key characteristics: confidence, integrity, focus, passion, authenticity and accountability. Of the 40 different industry sectors that featured in the study, only C-Level leaders in the education and marketing sectors seem to have mastered the attribute of communication to an acceptable level. Furthermore, the 21 UAE family businesses which were benchmarked for the purposes of the same study, were found to have significant gaps in the ways they present their corporate agendas on their websites and social media channels.

In an age when digital media dominate the information consumption habits, companies which fail to eloquently present their own strengths on their own channels are putting their hard-earned reputation equity on the line. Companies can be damaged if they forget to consider the more intangible internal factors such as staff sentiment and corporate culture. This growing complexity of the business environment requires new ways of managing people and organisations.

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It stresses a growing role of attributes such as creativity, critical thinking and cognitive flexibility in a future workspace. Therefore, senior executives can address this challenge by focusing their efforts on developing new communication structures in their organisations that support their vision and engage employees at all levels of the business hierarchy. Companies need to rethink the way they manage their external communications, by moving away from channel driven strategies to experiential ones, putting the customer and their brand experience at the centre.

UAE-based organisations need to align their business and communication strategies and activities, and work in an integrated manner — from strategies involving their top leadership through to the development and delivery of content.