In many organisations, communications still plays a reactive role—writing up decisions made elsewhere, firefighting issues as they arise. But the organisations that truly excel are those that position communications as a strategic partner from the start.
That shift begins with mindset. Comms teams must see themselves not just as messengers, but as advisors. They bring audience insight, cultural intelligence, and storytelling power—all essential to shaping effective strategy.
It also requires influence. Communications needs a seat at the table where key decisions are made. That means building credibility with senior leaders, speaking the language of business outcomes, and showing how communication impacts culture, reputation, and performance.
Measurement plays a part. Demonstrating value through impact, not just activity, helps secure investment and influence.
Finally, it’s about integration. When communications is embedded in strategic planning, change initiatives, and crisis preparation, it moves from being an afterthought to a driving force.
In a world where reputation and relationships are make-or-break, communications is no longer optional. It’s foundational. The time to elevate its role is now.