CorpComms Magazine

Last year, there was continued speculation surrounding the end of the economic downturn and the timing of the 'green shoots' of recovery. Conventional wisdom on this varied depending on which report you happened to read on any given day and where in the world you might have found yourself. One of the consequences of this was that companies had to communicate change that was often outside their control.

However recently, we have noticed a definite shift in priorities amongst the business community as business leaders come out of 'change' mode and return to their own agenda. Putting forward planning firmly back at the centre of their activities has been driven partially by an acknowledgement that fire fighting is not a basis for success. In addition, the reality of the economic downturn has forced many to re-examine their own businesses and make fresh decisions based on this.

So as we enter a New Year, many organisations that had previously enjoyed years of success, such as banks and airlines, are facing the challenge of how they re-position themselves not just for today and tomorrow but for the years to come.

This provides the corporate communications function with an ideal opportunity to firmly establish itself as the driver behind this. We have long heard discussions about having a seat at the boardroom table; the changing business environment at this present time provides an ideal opportunity for corporate communications to deliver upon its promises, leading the way to future success.

Undoubtedly, we are expected to advise clients on difficult and time-consuming issues on a daily basis, but now with longer-term business goals in mind. Whilst we are not anticipating this year to be easier than last, it will certainly be a more stimulating time.

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