CorpComms Magazine

(1) HAVE ABSOLUTE INTEGRITY

Communication professionals are driven by honesty and integrity. That's why we become so incensed when spin is mentioned within earshot. Spin cycles are noisy, unproductive and leave you with a tangled, crumpled mess. Excellent communicators are those who champion transparency and know that integrity is our most precious commodity. It is essential to build integrity right across the communications function and ensure your teams hold it dear to their hearts.

(2) BE PASSIONATE

We have a driving sense of belief in our products, causes and organisations. We live it, breathe it and we feel it. Today's corporate communicator is on call 24/7. Switching off doesn't come easily to us and everyday life is a source of great inspiration and ideas. So, whether we are pondering the taxi driver's viewpoint or considering how global events might impact upon our business, we do it with a passion and enjoyment that brings a great reward.

(3) INJECT SOME ENERGY

There is an innate skill in being able to inject a dose of energy into an organisation. This skill comes into its own when the company is at its lowest and needs a positive, active approach. It's not that good communicators have more energy per se, it's just that they know how motivating it is to see energised people and how much more in control they will appear. Think about it for a moment: how many successful, apathetic organisations do you know?

(4) BE AN EARLY ADOPTER

This generation of communications professionals has lived through a seismic change in the development of communication channels. From blogs and wikis to Facebook and YouTube, we have a vast array of new techniques at our disposal. Like children in the proverbial sweet shop, good communicators are very very excited by these new platforms which give us 24 hour contact and instant access to consumer opinion and the views of our stakeholders.

(5) BECOME A GREAT LISTENER

Perhaps one of the ultimate qualities of an excellent communicator is the ability to listen. Many communicators are natural-born orators who can present in their sleep but it is only when the listening muscles have been whipped into shape is the communications art truly honed. Listening is a skill which needs practice. Investing time and effort to be a good listener is something every good communicator can work on.

(6) PROVIDE SOME PERSPECTIVE

Every organisation needs someone on the team who can bring a sense of perspective and a healthy dose of common sense. This quality is particularly important during times of crisis or change. Communications professionals, with their wide understanding of stakeholder views, are naturals in this role and bring real value to executive teams.

(7) GET CREATIVE

To keep communications fresh and relevant we need to constantly tap into our creative sides. Good communicators are always thinking about new and different ways to tell the corporate story. This is what helps to keep the messages fresh and interesting and differentiates us from other professions. Good communicators are constantly evaluating and challenging the way we do things. Thinking creatively enables us to see the opportunities and find new and innovative ways to deliver.

(8) BE COLLABORATIVE

Understanding that people are critical to the success of any organisation is a must-have. Good communicators have excellent interpersonal skills and an innate skill in getting people on-board and motivated. I challenge you to find a professional communicator who develops strategy in isolation and expects it to be successful! An effective communi¬cations strategy is dependent on an in-depth knowledge of the environment in which you operate together with a clear understanding about how you can make your messages meaningful and relevant. Collaboration is one of the most powerful levers we have as communicators. Working closely with clients or stakeholders or any other important group enables you to get a better feel for what's important from their perspective and to ensure your aims are aligned.

(9) HAVE A TENACIOUS SPIRIT

It is often the job of senior communicators to challenge decisions and to push back hard if they believe a decision is wrong or could damage corporate reputation. It is about having the tenacity to stand up for a viewpoint which is contrary to the consensus and asking the difficult questions for the good of the company. Dogged persistence can also come in extraordinarily handy when it comes to keeping your organisation moving forward. To generate momentum, you need people who can persistently and repeatedly push the organisation to consider an idea or a new way of doing things. In the early days, this is no easy task and it's one where tenacity and a never-say-die attitude come into their own.

(10) FIND YOUR VISION

The final quality which sets us apart is the way we see the world. Corporate communications is about knowing where you need to be and have the breadth of vision to see how you can get there. It is also the ability to horizon scan and spot the issues before anyone else even knows they exist. The truly excellent communicators are visionary and inspirational in communicating that vision. But the really good ones are those that turn that laser vision into targeted and powerful communication programmes that deliver exactly what they say on the tin.  

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