In today’s 24 hours news cycle, companies have a much harder job of getting their messages heard. Not only that, but brands are under increasing scrutiny that was not possible in the pre-digital age. Reputations are now won and lost in a soundbite or tweet. The challenge for communications experts is to disseminate meaningful messages that resonate with target audiences. At the same time, reputations must be managed as a stream of social media posts quickly react to these messages. Now, more than ever, deft communication planning is required to successfully manage the reputations and messages of brands and the C-suite and to connect with consumers.