So, What Now?
Hasn’t the world we communicate in changed! If you didn’t “pivot”, “amid these unprecedented times”, did you even work in 2020? Now as we kick into gear for 2021 we’ve heard lots of talk of “back”: “back to the office, back to work, back to normal” but what does the future hold? What’s the future of the office, of work, of our communication profession?
Whilst many of these questions are still being answered, one thing we can be confident on is that communication will play a crucial role in these uncertain times. So to discuss the future of comms we rallied four exceptionally talented comms experts to host a sold-out interactive discussion about our profession, the challenges and opportunities it presents, and the essential skills we’ll all need in our kit. Our hosts were:
Bernadette Keeffe, Associate Director, Communications and Engagement, HealthShare NSW.
Renée Bertuch, CEO of Cannings Strategic Communications,
Zoe Viellaris, Communications Director at Westpac Group
Paula Batho Internal Communications and Engagement Advisor, Greater Bank.
A selection of our wonderful members who participated in the event
The event was hosted under Chatham House rules for members only, however, some of the key themes are collated here:
Content
- There has been an elevation of the importance of comms and of strategic comms as a driver of performance. Comms professionals are now better placed than ever to influence and shape company position, policy, processes and decision-making. We should capitalize on this spotlight opportunity.
- We should be aiming for quality not quantity in 2021 after lots of noise and top down directives in 2020.
- There is a need to find the balance between business as usual vs COVID content
- The “new normal” of workplace flexibility is an on-going topic, with changes and comms challenges but it’s a rich source of content.
- The need to ensure the trust isn't lost and ethical standards maintained should still be top of mind for comms professionals.
Channels
- There's a need to reassess what channels will be most effective now that work situations and employee preferences have changed. As a stakeholder group, employees are being seen as equally important as customers, investors et al. Therefore, there’s a need to ensure organisations are listening effectively to employees and enhancing the employee experience at every opportunity.
- Podcasting was a discussion point as a channel opportunity that has seen rapid growth.
- There have been challenges of learning new channels, technology and platforms. It seems we are being asked to be the experts in more areas than ever before.
- Communicating via video meant leaders/we/everyone needed to get comfortable disclosing their personal space/life to their professional networks. Some have thrived in doing this, others have found it difficult.
- Internal Comms teams are the unsung heroes of the crisis, but need to be aware of information overload and message fatigue from their employees.
- Old silos of marketing, internal/external comms have broken down. Comms teams are being called on more often for their expertise, we need to ensure we deliver on strategy, on message, with a results-orientated approach.
Connections
- Online meetings (especially in larger town hall type meetings) have meant introverts, younger women, those who culturally found it difficult to speak up could do so via chat, which has created a more level playing field.
- As remote working increases and becomes the norm, organisations and teams are likely to be made up of more geographically people; comms will need to learn and navigate these cultural differences.
- Connections are no longer governed by geography, there is a willingness and ability across the profession to connect with people you wouldn't normally think to connect with.
- There was agreement that challenges exist for new employees trying to join organisations or for teams to make connections with new members but that comms professionals can be there to support the onboarding experience.
- We are being called on to support coaching and mentoring as leaders need to develop their skills in communicating effectively with staff.
COVID
- There was a consensus regarding screen fatigue and employees craving face to face experiences.
- That any new hybrid workplace needs technology to work differently now.
- There are still high levels of anxiety related to our work, but also to COVID safety concerns. We need to care for one another and look after our mental wellbeing and ensure positive behaviors around screen/work time.
- An interesting point was raised that comms teams need to remember that we’re not in crisis mode all the time now; messages need to be tailored appropriately with an appreciation of not overwhelming our internal and or external audience.
- Reputation management is more important than ever. We need to ensure our stakeholders and customers understand our values; what we believe in and the organisations we support.
The IABC NSW Board thanks our four hosts, our sponsors Salt & Shein and our members for contributing so openly and authentically to the conversation.
The charities our hosts chose to donate their speaker gifts to are here.
Coming soon to IABC NSW
Our March event - Corporate Snakes and Career Ladders - is now live. There are only 20 tickets and this will be an in-person event:
Corporate Snakes and Career Ladders is a business simulation that helps you navigate the ambiguity between theory and practice as you encounter real-life scenarios. When you play Corporate Snakes and Career Ladders, you will take on the role of Carmen Spinoza, Corporate Communications Director of a world-class multinational. Your goal is to help the Executive Team make the right choices.
Register today:
https://www.eventbrite.com.au/e/corporate-snakes-and-career-ladders-tickets-139571531207
Our March event - Corporate Snakes and Career Ladders - is now live.