WayForward Resources’ Post

Corporate Communications is not just PR. There's A LOT more under that umbrella! From internal communications to media relations, executive comms, and ESG/social responsibility, each specialty plays a unique role. Before you apply to a #commsjobs, take some time to research these areas and identify where you’d thrive and add the most value. Your future team will appreciate that you understand the structure, and you’ll feel way more prepared to explain the skillset and experiences you bring to the table! #commstips

Opportunity

Here's a corporate communications opportunity.

If you're hiring, this job page is a masterclass in how to create applicant-centric messaging. Here's why: The messaging places the applicant as the hero in a story. The details cast a vision of your life if you get the gig. They outline the simple steps in the hiring process. All too often brands make themselves the focus of a job opening. And all too often companies complain about not being able to find good people. My guess is this opening will get many perfect-fit applicants.

A Communications or PR specialist plays a vital role in how people see your organization. They’re not just about dealing with the media; they’re about building relationships with everyone connected to your company. It's really concerning when you can't get hold of them or they don’t respond to emails. This can really hurt trust and your organization’s reputation. Their job includes managing crises, sharing successes, and keeping messaging consistent. Being responsive and engaged is crucial for maintaining a strong, trustworthy image.

Using Copilot in Communications - The goal of a communications professional is varied, encompassing PR, employee communications, crisis communications, social communications, executive communications, public affairs, analyst relations and more. The overall aim of these functions is to support the business goals to help inform and shape perception with a wide range of audiences, internal and external. At a time when the media landscape and audiences are increasingly fragmented, the communications discipline will continue to play a key role to build trust and protect the reputation of the company. Copilot is a tool in the toolbox to accomplish this.

Using Copilot in Communications - The goal of a communications professional is varied, encompassing PR, employee communications, crisis communications, social communications, executive communications, public affairs, analyst relations and more. The overall aim of these functions is to support the business goals to help inform and shape perception with a wide range of audiences, internal and external. At a time when the media landscape and audiences are increasingly fragmented, the communications discipline will continue to play a key role to build trust and protect the reputation of the company. Copilot is a tool in the toolbox to accomplish this.

🤔 I had an interesting conversation yesterday with a senior Comms pro in a smaller business talking about when the right time to hire specialist positions into their comms function might be. I.e. PR Managers and Internal Communications Specialists. 💡 Some scenarios below to get you thinking if you are in a growing business: 👉 PR Manager - you might start thinking about bringing in a PR Manager if you are looking to reduce your PR agency spend, reduce the number of agencies you engage with, ultimately, bringing these capabilities in-house. 👉 Internal Communications - growing businesses always will have challenges keeping employees up-to-date with the evolving nature of these businesses. It's important to recognise the need to effectively communicate this messaging in a way that lands well with employees. A business of c. 300+ should really start thinking about their internal comms strategy if they haven't already! Keen to hear your thoughts - what are some other scenarios where you might look to bring capabilities in-house? #Communications #PR #InternalCommunications

Modern Public Relations and Communications means going direct. Here's why. The old PR strategy of relying on third parties with conflicting interests is outdated. Mainstream media, agencies, and distribution credibility have significantly declined. Most of the world is now directly accessible via social media or email. There's no longer a need to go through traditional gatekeepers of information and reputation. Communication norms have not kept pace with this change. Old habits remain entrenched: prioritizing traditional media over social media, chasing clicks instead of building communities and avoiding risks by recycling old tactics. “Corporate communications” has become an oxymoron, as nothing meaningful can be conveyed by a faceless committee. Press releases often sound like they were crafted by an AI robot or worse, middle managers, which they are. Their primary purpose seems to be avoiding controversy and protecting the future job prospects of those managers. The resulting stories are bland and generic, with passion diluted to nothing. Traditional communication methods are now anachronistic at best and, at worst, a waste of time and resources. Going direct means crafting and telling your story without being dependent on intermediaries. Build your own platform, build your own audience, and build your own narrative.

Absolutely! Corporate Communications is a broad discipline that requires expertise in multiple areas.