Why corporate communicators must expand their roles
Given their access and interactions across all internal departments and tiers, they have great opportunities to succeed. Those roles require different skills and approaches, though.
Regardless of the size of company, corporate communicators wear many hats. Typically, the smaller the company, the more hats they have.
Communicators have to go from juggling tactical efforts such as intranets, digital signage networks, and email, to focusing on more strategic thoughts regarding employee engagement and internal branding.
As most professions evolve, so, too, must corporate communication. So many get locked into the “make things pretty” hat, which is a waste of time, effort and skill.
Communicators are partly to blame for defining their role this way. Many act in much the way the local post office does. They simply take a message and deliver it where it’s supposed to go without adding context or value. Communicators should not be copying and pasting and pushing buttons.
It’s time for communicators to change their hats, shed the tactical nature of how they’ve approached communications in the past and determine how they can better deliver for their employers.
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