Conference Board Report: To Drive Business Forward, Communications Needs to Be Strategic
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Corporate communications play an essential role in the process of stakeholder management—harmonizing the interests of all stakeholders to achieve the purpose, goals, objectives, and values of the organization. This is among the findings from a Conference Board state-of-the-art report on the field.
The contributors say that corporate communications management creates more value for organizations when CEOs and corporate communications closely collaborate on strategies, not just messaging, and when they help connect the dots across the organization “to relevant cultural conversations.”
Contributors are:
▪️ Brian Buchwald, Global Chair, AI and Product, Edelman
▪️ Matthew DiGirolamo, Chief Corporate Affairs & Engagement Officer, North America, L'Oréal
▪️ Leslie Dorris, Director, Internal Communications & Engagement, Yum! Brands
▪️ Paul Dyer, CEO and President, /prompt.
▪️ Katie Hill, Senior Vice President of Communications, National Football League (NFL)
▪️ Laurie Korinek, Co-Founder, Strategist and Creative Director, PartnerComm, Inc.
▪️ Bea Perez, Executive Vice President and Global Chief Communications, Sustainability & Strategic Partnerships Officer, The Coca-Cola Company
▪️ IVAN POLLARD, Leader, Marketing & Communications Center, The Conference Board
▪️ Teresa (Terry) Rasmussen, President & CEO, Thrivent
▪️Ramon Soto, Senior Vice President and Chief Marketing and Communications Officer, Northwell Health.
These are among the 10 key findings summarized in a recent Linkedin post.
1. CEO and corporate communications collaboration speeds decision-making and enhances consistent messaging.
2. The communication team needs to shape the strategy, not just the messaging. Communicators need to make sure that they connect external and internal messages to drive value creation and growth.
3. The communications team needs to provide a 360-degree picture of the organization and the needs and interests of all stakeholders. “This requires more knowledge, more work, new skills.”
4. Communications must be attuned to relevant cultural trends. Authentic engagement in cultural trends related to their fields is necessary “to remain relevant, competitive, and resonant with expectations of today’s customer—and tomorrow’s.”
5. Major culture events remain powerful brand storytelling opportunities to reach all stakeholders. Events like the Super Bowl or others, depending on the brand, “remain singular platforms for brands to amplify narratives, express their values, unify diverse audiences, and deepen emotional connections with stakeholders."
6. Look for internal strategic partnerships to drive trust and innovation. Tell the stories of the people in your organization creating new products and promoting change, and how they are bridging the gap between long-term vision and immediate needs.
7. Anticipate reputation challenges by looking ahead for potential controversies related to your business and by tracking stakeholder engagement. Have a “structured framework in place to rapidly and effectively respond to reputational threats.”
8. Use clarity in internal communications to reduce organizational chaos. Simple internal communications “help organizations build trust, employee engagement, and cohesion during periods of significant organizational change.”
9. AI can transform business. The key to success is to use only carefully selected tools—understanding user benefits, optimizing workflows, and continuously measuring impact.
10. Take advantage of media partners to “radically boost your brand’s reach.” Strategic collaborations “allow complex messages to reach broader audiences effectively, significantly boosting brand exposure and engagement.”
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