✅ Navigating the future of corporate communications
Your week ahead in management, media and public relations
I visited Dublin last week and met with the NewsWhip team and Dr Martina Byrne, Chief Executive of PRII and PRCA Ireland.
Martina and I had breakfast at Keogh’s Café near Trinity College Dublin, where she used to meet her PhD supervisor. Thank you, Martina, for your support and encouragement for my own research.
I also spoke at a meeting of the Government Communication Network hosted by the Central Bank of Ireland. The session focused on the role of corporate communications in management.
I’ve set out some of the key insights from the session below.
Public relations versus corporate communications
Public relations and corporate communications are often used interchangeably. Professional identity, definitions and boundaries are all issues related to the lack of recognition of practice. My goal as a PhD researcher is to change this perspective.
Evolving into a strategic role
Corporate communications is evolving from a support role to a strategic management function. This shift influences management planning and decision-making, enhancing the organisation’s reputation and trust.
Media perspective to relationship perspective
A significant shift in corporate communications is to adopt a relationship perspective rather than a media-centric one. This involves listening and engaging with employees, customers, investors, regulators and the public.
Aligning strategies with a societal context
To support organisational objectives, communication strategies must align with broader societal and business contexts. According to the European Communication Monitor, only a fifth of European corporate communications functions operate this way.
Operational framework
The corporate communications function needs to use management planning tools and measurement frameworks, such as futures and foresight planning and the AMEC Integrated Evaluation Framework, to anticipate trends, mitigate risks, and create value in ways management understands.
Adapting to the media landscape
Corporate communicators must develop multi-channel strategies that engage stakeholders where they are. While earned media continues to have an agenda-setting role, its influence and trust is waning. Meanwhile, owned and social media platforms offer direct engagement opportunities.
Managing misinformation
It is important to monitor and respond to misinformation proactively. Quick assessment and dissemination of accurate information through various channels ensure the organisation’s perspective is heard.
Combating information overload
The corporate communications function can contribute to a form of misinformation through information dissonance or overload. Communicators should focus on personalised communications and leverage storytelling to engage audiences meaningfully.
AI in corporate communications
AI is transforming tactical and strategic aspects of corporate communications, from automating tasks to data analysis. However, ethical considerations and governance frameworks are essential for responsible AI integration.
This week, I’m speaking at DataComms Live in London on how communications leaders can address polarisation. I’ll discuss our latest report sponsored by NewsWhip with Sarah Brown, Merlin Entertainments; Georgie Cade, University College London; and Paul Quigley, NewsWhip.
Later in the week, I’ll head to Helsinki for the annual ProCom meeting of Finnish communications professionals, which will focus on AI's impact on corporate communications.
Let me know if we can assist your organisation with any issues raised in the newsletter this week.
Have a good week.
Management
🎉 BUSINESS BOOST: Business confidence reaches an eight-year high in May, according to Lloyds Bank Business Barometer. The positive outlook is driven by improved trading prospects, economic optimism, and increased hiring intentions across sectors including construction, services and retail, notably in the South East, Scotland and the West Midlands. Source: Lloyds Banking Group.
📉 GROWTH PARADOX: While growth has reduced poverty, it doesn't account for health, biodiversity and sustainability. In a new book, economist Daniel Susskind calls for new economic models leveraging technology and human ingenuity to manage growth within planetary limits, advocating for political interventions, local democracy and interdisciplinary efforts. Source: Wadds Inc.
Industry
🤝 PITCH CONDUCT: PR Week calls for a code of conduct between agencies and clients to address issues in the pitch process. While some believe it could help, others argue it's unrealistic and that agencies should take more control of the process themselves. The PRCA acknowledges dissatisfaction among members and is committed to improving the process. Source: PR Week.
🎙️ CRISIS CONVERSATIONS: In their new podcast, What Just Happened?, Polpeo's Tamara Littleton and Kate Hartley explore a different corporate crisis in each episode. They dissect what occurred and its impact and gain expert insights. The debut covers the Tylenol murders, examining courageous decisions and long-term recovery. Source: Spotify.
Research
🔬 COMMUNICATORS' CONUNDRUMS: Rotterdam School of Management PhD researcher Ahmed Gaara is conducting research on the ethical dilemmas faced by communications professionals. Through interviews with practitioners worldwide, he aims to provide insights into the field. Please get in touch with Ahmed if you’re able to participate. Source: Ahmed Gaara.
🌍 GLOBAL COMMS INSIGHTS: Mark Badham is seeking diverse perspectives for his upcoming book Digital Communication Management in a Global World. He’s keen to include a practitioner Q&A in each chapter. If you're a senior practitioner with experience in Europe, the Middle East, Africa, Asia Pacific, or Central and South America, please get in touch with Mark. Source: Mark Badham.
Media
🎧 PODCAST POPULARITY: The BBC reports that while UK podcast audiences continue to grow, Gen Z interest has dipped post-pandemic. Podcasts reach 40% of over-15s, with 52% listening weekly. Word-of-mouth is the top discovery method. BBC Sounds has introduced a dedicated news section to integrate more current affairs content into the entertainment-focused app, as directed by regulator Ofcom. Source: Press Gazette.
📰 STANDARD SWITCH: The Evening Standard plans to close its daily print edition after nearly 200 years and launch a new weekly paper later in 2024 due to £84.5m losses over six years. The Standard aims to boost its website audience and provide more in-depth coverage in the weekly format. The change is expected to impact jobs significantly. Source: The Guardian.
This newsletter is sent to 3,500 corporate communications and public relations practitioners each week. If you would like to discuss working with us, please hit reply.
Thank you to all of the members of our community for sharing and debating the stories in the newsletter this week: Steve Earl, Slavina Dimitrova, Tamara Littleton, Ben Lowndes, Katie Marlow, Alan Morrison and Sarah Waddington CBE.