One of the oldest tactics in communications is to report the progress of products and organizations.  It results in stories like this.  Some companies don’t believe in progress reporting — notably, Apple, which presents fully developed products to its customers. Progress publicity, however, serves a function.  It keeps stakeholders apprised of a company’s actions and timelines.  It shows proof of performance.  It builds interest and excitement.  It allays fears that an organization might have gone off track.  Such publicity is so taken for a given that few practitioners think about it until a client says no.  Then it becomes an exercise in justification for letting stakeholders know where an organization is in development. 

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