Over the years, it’s been positive to notice a trend of communications taking an increasingly important role in the strategic running of businesses and organisations, across a range of sectors. People seem to be waking up to the value of great (or even good) comms.
Comms and PR teams have traditionally picked up things that shouldn’t be their priorities - mainly as they are helpful, positive people. However, this often means they were working on tactical projects with no clear strategic objective or oversight. That’s not to say the work was not fantastic, engaging, and creative.
Communications is increasingly forming part of strategic conversations with senior leaders, in boardrooms, at AGMs and cross-functionally in all sectors - as it should be.
“When should we include comms?”
One of the main challenges for communicators is being asked to retrospectively feed in or support delivery of a marketing plan, sales agenda, employee engagement programme etc. This is not the most efficient way to do things.
We are an inquisitive bunch, asking why, challenging perceptions and (where possible!) nailing that brief in terms of audience, messaging, platform and so on.
This is crucial for all modern communicators - asking why. It’s not to be a pain in the arse, but to confirm the outcomes (not just outputs), check “what good looks like” and ensure the best possible start to a campaign, project or strategy, so we are not asked to play catch up later on. If a plan is already rolling, it’s usually too late to add proper value.
Measurement and evaluation to prove this value is key to comms being respected and understood as crucial to business strategy. It’s also important to note that comms should not be the sole creators of strategy - it has to be a holistic and multifaceted process.
However, if we are not at the table, we will be unable to ask the right questions, engage other teams and show comms’ true value.
What do you think?
Does your organisation hold communications in a good light? Does the c-suite/senior leadership team recognise the potential value communications can play in achieving their objectives? Do you even know what your company’s strategy is?
Be interested to hear your thoughts on how communications is viewed and valued in your role – please comment below.
Thanks, Ad