Governance becomes useful when everyone can see who owns the next decision, what evidence supports the content and which final version was approved. It should reduce ambiguity without treating every item as equally complex.
Name four responsibilities
- Campaign owner: protects audience and commercial purpose.
- Author: prepares the draft and sources.
- Reviewer: checks clarity, accuracy and proportionate risks.
- Approver: records the final human decision for the formatted asset.
Match attention to the content
Review level and legal classification are different questions. A low-risk operational update may need a standard editorial check; a technical or promotional communication may require enhanced or specialist attention under the firm's own policy.
- Record intended audience and channel.
- Keep dated sources with the brief.
- Check accuracy, balance and consumer understanding.
- Name reviewer and approver.
- Save the final version, decision and next-review date.
Review the system quarterly
Look for repeated returns, unclear ownership, expired sources and channels that create disproportionate work. Improve the workflow rather than simply asking people to move faster.
