Communication used to be all about producing, packaging and distributing content to specific audiences to inform them about the organisation. However, today the scope of communications has expanded. Society has become a diffuse network of continuously interacting and inter-influencing stakeholders, who initiate all sorts of debates, channel all sorts of data and opinions from all sorts of sources, towards all sorts of recipients. As a result, communicators must transform themselves into permanent stakeholder engagement agents. Engagement is the capacity to connect a business with a sense of purpose and to secure bonding with the community of stakeholders in all its diversity.