"Communicators need to be the people who orient organisational leaders towards True North, being focused on purpose and values and making decisions in line with those."
"They also need to be the organisational navigator ensuring that decisions are well informed by the perspectives of all stakeholders and navigating the complex external and internal agendas that the organisation needs to satisfy. Communicators are catalysts in the value chain ensuring that relationships and reputations are actively negotiated with those who are most crucial to the organisations well-being. Finally, they implement planned, interactive and re-active communication programmes and activities on behalf of their organisations.
Organisations seek a ‘licence to operate’ from society as a whole. An organisation’s place, perceived purpose and actions determine whether it is supported by public opinion and hence by society, so its fundamental values, mission and ways of operating are examined and judgements passed on them.
Communication plays a role in assisting the organisation clarify its purpose and intended actions by helping to frame and test these internally and externally. Its task is the to ensure that the organisation behaves in line with its declared values – acting as the organisational compass.
Managerial decisions at senior level are about organisational efficiency and effectiveness and the temptation here is to allow financial considerations to dominate in order to provide a good return to shareholders or value for money. The communication function can make a vital contribution by helping managers take decisions which have proper regard for the legitimate interests of all stakeholders in order to ensure that public support will be maintained. Navigating conflicting priorities between these groups is a key competence.
The communication professional will be in regular contact with those value chain stakeholders directly involved with the organisation on a regular basis. Their closeness distinguishes them from ‘society’ as a whole,. Typically value chain stakeholders include customers, service users, delivery partners, suppliers, distributors, regulators, employees and the like. The communication function will be engaged with these ‘close’ stakeholders and publics and understand the ‘accountabilities’ they may exert and bring those external perspectives into the organisation to understand how relationships and reputation can be maintained and enhanced.
In this role the communicator will work with the other areas of the organisation on communication tasks. They will also coach and mentor colleagues throughout the organisation to be “communicatively competent” so that they can undertake communication tasks themselves, or be alert to when they need to enlist the help of the specialists. This may mean planning specific programmes and campaigns, or providing ongoing advice. For example, they may work with the human resources department on communicating re-organisation plans.
Identifying these different strategic roles helps to clarify the types of input that communication can make to the organisation as a whole. It also shows that communication planning has to be seen within a broader organizational context and identifies, in a systematic way, which stakeholder groups will hold it to account."
Vill du veta mer? Anmäl dig till vår informationsfrukost om Communication Executives Program i Stockholm den 10 oktober, där Dr Anne Gregory kommer att berätta mer om kommunikationschefens roll och om programmets utformning 2020.
Anmäl dig till vår informationsfrukost om Communication Executives Program 2020 där Dr Anne Gregory kommer att berätta om kommunikationschefens roll och mer om programmet.