Owning communications across the organization
There’s an adage about PR or communications earning a “seat at the table.” For decades our industry has worked to engage with the C-suite and be part of strategic discussions, offering a communications lens to the business direction. It’s been an uphill climb.
And then there was a global pandemic.
One of the biggest advantages of COVID-19 has been a shift in thinking in terms of the value communications professionals bring to that table. In fact, 77 per cent of CCOs surveyed for Edelman’s The Future of Corporate Communications study say perceptions shifted in 2020 with more people viewing communications as a strategic business driver.
The last two years (and counting) have demonstrated the importance of having a strategic communicator in your midst. It’s not just about saying things. Strategic communications is about saying an impactful message to the right people, in the best moment on the correct platforms. The integration of messaging, audiences, timing and channels is at the crux of everything.
And while you may have a strategic communications professional at the executive level — or at least on the team — you would be remiss if you then took a hands-off approach to communications.
Everyone is at the communications table
We talk with a lot of companies about silos when it comes to internal communications, where there is a lack of understanding of what’s happening in different departments and areas. This is more pronounced as we navigate hybrid work environments and it’s rare that everyone is physically in the same space.
Communications is the bridge between your departments, creating a sense of connectivity and culture like no other. But the responsibility lies with every individual and department to connect, share and engage through established channels at the organization.
I’ve lost track of how many times we’ve found something out after the fact. Here’s the scenario: “Oh yeah, our department won an award in January and we had cake.”
We have so many questions!
Did you tell anyone else around the organization?
Could we have celebrated with the whole team?
Could we share this story externally with our stakeholders or at least our Board?
Establish the tools for sharing
If you don’t have a portal or process for your teams to share, connect and engage across the organization, that should be a top priority. The easier it is for people to communicate, the more they will. Internal moments can evolve to be external brand reputational stories that can build presence and connect with a larger audience.
When all is said and done…communications starts at the top and should touch every area of your organization.
From the “table,” we drive strategic decisions and opportunities. With communications across the organization, we can empower, elevate and connect departments, teams and groups to one solid purpose and a beautiful workplace culture.