CorpComms Magazine

(1) Always expect the unexpected

Corporate communications teams need to be flexible and versatile.  Dealing with so many different stakeholders, we can find ourselves wearing a number of hats throughout the course of the day and more often than not it's never straightforward.  Always expecting something to come from left of field minimises surprises.

(2) Align your communications strategy with your company's strategy

It is important that the corporate communications team is fully engaged in and understands the company's strategy.  For our team, it's all about delivering value.  If the communications strategy is aligned with the strategic goals and imperatives of the business, it makes both focus and delivery more effective.

(3) Don't be afraid to challenge and question

If your premise is that corporate communications should be about delivering value (in the widest of terms), then, in your role as a communications adviser, you must be prepared to challenge and question if necessary.  Make sure that you have all the facts and sound arguments before leaping in. Don't get a reputation for challenging just for the sake of it. On many occasions, being in 'listen only' mode can work just as well.

(4) Create a corporate communications team with complementary skills

Recognise that different skill sets are required and essential in a team, and build them into the communications strategy as personal objectives. It helps not only in your immediate colleagues' development, but also makes the team stretch itself.

(5) Be consistent

Although messages need to be tailored to specific audiences they should always be consistent. Identify your key messages, be clear about what you want to achieve and make sure that your team and all spokespeople across the business are on the same page. This can be easier said than done, particularly if you are an international organisation with a portfolio of businesses and products.

(6) Understand your audiences

You might think this is a bit of a no-brainer, but it is surprising how often corporate communications practitioners fail to think about the different agendas that their audiences have, particularly within the media, where there can be any number of different angles and directions they can come from. Not only try to understand your audience but also get to know as much as possible about the person you're dealing with. You not only develop a greater understanding of your audience, but it also helps you communicate more effectively and is key to relationship building.

(7) Respect local differences

There will always be nuances in corporate communications and, if a central corporate communications function is working with other communications departments across its business, it needs to be aware and accepting that what works for it might not work for them and vice versa.  It is very important that agreement is reached and the correct balance maintained.  Speaking to each other to set common goals is a good place to start.

(8) Keep it simple

Corporate communications is not rocket science. And it is important that you do not try to make out that it is by using corporate gobbledegook. Sometimes the simplest approach can be best.  However, it is equally important that you do not go the other way, and talk down to your audience. It won't be beneficial for your company, your team or yourself.

(9) Don't lose sight of the bigger picture

As corporate communicators we are in the perfect position to look at issues from both a macro and a micro perspective.  This is valuable within the business because, unlike other departments, our stakeholders are many and varied.  If we fail to look at the bigger picture we could be in danger of communicating less effectively.

(10) Have fun

I consider myself very lucky to be operating in an industry that is dynamic, challenging, rewarding and hugely enjoyable.  Our careers are such a large part of our lives and, while there are times when it is all about being serious, there are equally times when it is simply about having fun. Don't miss out.  

share me: del.icio.us | digg | reddit | Tweet