Lanetta Williams of Yum! Brands on the key ingredients for successful storytelling

With a strong background in writing for large, diverse audiences, Lanetta Williams, is passionate about driving employee engagement and the communications experience for global above-restaurant employees at Yum! Brands. As associate manager of communications, Williams supports employees across KFC, Taco Bell, Pizza Hut and Habit Burger & Grill, leading initiatives like the launch of a global omnichannel communications platform and crafting messaging for the company’s Equity, Inclusion and Belonging strategy.

With over 20 years of experience, the comms pro began her career in journalism, working as a reporter for The Detroit News before moving into TV news production and employee communications. 

My first comms profession was:

I started my career as a journalist. Most notably, I was a reporter for The Detroit News and later an associate producer for WDIV, the NBC affiliate in Detroit. It was in newspapers that I honed my storytelling skills, learning how to ask the right questions and thrive under tight deadlines. Working in one of the top media markets, I had the privilege of learning from some of the best journalists and writers in the country. The skills I gained during those early years helped me learn how to share critical and complex information in an understandable and relatable way with diverse audiences.

The moment I’m proudest of in my entire career is when I:

A few years ago, I had the opportunity to work on a messaging strategy around Equity, Inclusion, and Belonging at Yum! Brands. This role gave me greater visibility and a voice in shaping how we embody one of our core values, “Believe in All People.” I wanted to express what I desired to hear and stay true to our identity as the world’s largest restaurant company. With my leaders’ support, I crafted a simple yet powerful statement: “We’re making room for all people and voices at our tables.” Today, this statement is proudly displayed on our company’s website, T-shirts, pens, and an internal video, serving as a guiding light and reminding all of us of our responsibility to foster a culture of inclusion and belonging where everyone can be their authentic selves.

The thing I’m most excited about for the future of my profession is:

I attended the Ragan Internal Communications Conference in October, and one line stood out: “Don’t be worried about AI replacing you. Be worried about the person who knows AI replacing you.” In internal communications, there’s a lot of anxiety about AI’s role in our future. However, I believe AI, when used correctly, can transform our work, increase efficiency, and improve the final product. We’re just beginning to explore AI’s potential, and I’m excited to see where it will take us and the new opportunities it will create.

The most underrated skill in my profession is:

One of the key skills I’ve honed is a strategic mindset. We’re not just order takers or copy-pasters; we’re the dot-connectors who see the bigger picture. We understand where the business is headed and where it’s been, balancing the strategic vision with employee needs. Our broad perspective across the organization gives us insights into decisions and projects that most employees aren’t aware of, making us valuable thought partners. We can spot potential issues and add value in unexpected ways. To do this, we need to believe in ourselves and trust our instincts, which come from experience and a willingness to step into uncomfortable situations that promote growth.

The key to excellence in storytelling is:

Authenticity and our humanity are the key ingredients to our success. I learned to write before AI, mastering what makes a good lede, building a story to its crescendo, and following through to a logical conclusion. The human element in writing is innate, and the authenticity of one’s voice should always shine through.

The most rewarding part of my job is:

I love having a seat at the table and being able to influence key decisions. We’re often invited into rooms where critical discussions happen. Companies that value communicators as thought partners and recognize our ability to drive positive business outcomes are the ones leading their industries.

Isis Simpson-Mersha is a conference producer/ reporter for Ragan. Follow her on LinkedIn.