How has the role of the communications leader evolved since you began your
career, and what major shifts have you observed?
All corporate disciplines are dealing with the increasing pace of change, new technologies, and an increasingly complex and transparent social and global environment. For the communications leader, this has meant greater expectations to step up to the challenges that face their organization as its reputation and brand promise have become even more important to all stakeholders.
Communications leaders have broadened their scope to become senior advisors and business partners, not just the creators of messages. They must have skills on their teams to analyze complex data to identify what really matters to their stakeholders and translate that into meaningful, outcome-based communications. Some leaders are looking to hire smart data analytics folks and ‘teach’ them communication.
Communications leaders have become more adept at identifying potential issues or crises and preparing for them. Likewise, when an unexpected issue or crisis occurs, the organization looks to the communications leader to recommend a response and execute accordingly. Issues arise more frequently and have a broader impact in the 24/7, citizen journalist world we all operate within.
The need to stay on top of emerging communications technologies is no longer the purview of the IT function – communicators must understand platforms, tools and channels. Further, sorting the wheat from the chaff when it comes to what will work for one’s own organization is critical. Not all platforms are for all people!
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Have you seen a change in the balance between external and internal communications recently?
The lines between internal, external and marketing communications continue to grow ‘fuzzier.’ Stakeholders and important audiences no longer differentiate between what’s communicated internally or externally – it’s all the same.
I’ve heard the term ‘mixternal’ and I think that’s a great description of the communications landscape.
It used to be that Marketing held the bigger budget and communications priority; I don’t believe that is the case anymore for many companies. Communications professionals from across the organization are working more closely than ever.
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Which skills are the strongest leaders focused on when it comes to hiring and talent development?
Mentioned above – strong data analytics people who also have an understanding for audiences and messaging are skills in demand.
Leaders are also looking for more ‘horizontal’ skills as they hire new members of their teams. Ability to write well is a base skill, but business acumen, a global outlook and ability to advise senior business leaders are additional skills leaders need to hire and develop.
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What has been the defining moment of your career, and why?
I don’t know if there was one moment that defined my career, but a big eye-opening experience for me was taking the opportunity to move from Sales & Marketing to Treasury. In three years, I learned more about the company and how business works than in the previous twelve years I had spent as a chemical product salesperson and marketer.
All of this prepared me very well for the rest of my career in corporate communications. I had journalist experience right after college, but starting my corporate career outside of an area I was comfortable with was the best move I ever made.
What one piece of advice would you share to those starting their career in marketing and communications?
Be curious about the company or organization you work for. Learn how it makes money, how manufacturing produces the products and how your customers use them. The same applies if you are in a services or retail organization. Look for seasoned people who are willing to talk with you about these things. Most senior folks love to be asked for their advice and insight. Ideally an experience in a business function that broadens your business acumen would be well worth stepping outside your comfort zone.
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Looking into the future, which fast-moving issues and consumer dynamics will communications leaders need to be aware of?
There are many social, political and global issues that will continue to have a profound effect on the communications role.
Communicators have the most horizontal impact on the organization other than the office of the CEO, in my opinion. Staying on top of the ever-changing landscape will require strong comms leaders who are respected and listened to.
I think the biggest challenge for communications leaders themselves will be to compete for and hire the talent to make their teams of critical value to the organization and its reputation.
Where to find Jan: