Insights from Metova’s Chief Creative Officer
In a business landscape where each interaction can shape a company’s reputation, communications professionals play an indispensable role in strategy development. Cade Collister, Metova’s Chief Creative Officer, highlights the vital impact that effective communication has on aligning a company’s vision with both internal and external audiences. By actively involving communications in strategic planning, companies can ensure that their messages resonate clearly, fostering stronger connections and driving success.
Crafting and Delivering the Brand’s Message
Communications professionals excel at crafting and delivering a brand’s message. Their expertise ensures that the company’s objectives align with its messaging across all platforms. This alignment is crucial because customers need to understand the brand’s value proposition, and employees must feel connected to the company’s vision. Without clear communication, even a well-designed strategy can falter. Therefore, involving communications professionals early in the planning process increases the likelihood of achieving strategic success.
Bridging Internal Goals and External Perceptions
Cade also underscores the importance of bridging the gap between internal goals and external perceptions. Communications professionals understand both internal dynamics and market trends, which uniquely positions them to navigate this space effectively. When companies involve communications in strategy development, they can better align their internal goals with external stakeholder expectations. This alignment helps build trust and credibility, which are essential for long-term success.
The Broader Role of Communications in Strategy Development
The role of communications professionals extends beyond messaging. The Forbes article also highlights several other reasons why communications should be central to strategic planning:
- Market Trend Identification: Communications teams have a strong grasp of thought leadership and market trends. This understanding allows them to identify key shifts in the market, which can inform the company’s strategy.
- Internal Culture and Global Markets: Communications professionals play a critical role in understanding and navigating cultural nuances, both within the company and in global markets.
- Vision Communication: Effective execution of a business strategy depends on how well the vision and strategy are communicated. Communications professionals drive this process, ensuring that everyone is on the same page.
Contributions from other Forbes Communications Council Members. Read the full Forbes Article here.
- They Act As A Guide On What Your Customers Think And Feel
- They Help Identify Key Market Trends
- They Craft And Deliver The Brand’s Message
- They Power Business Growth Through Content
- They Understand The Nuances Of Internal Culture And Global And Local Markets
- They Perceive What Others Cannot
- They Drive Execution By Communicating The Vision And Strategy
- They Ask The Questions Everyone Is Thinking
- They Bridge The Gap Between Internal Goals And External Perceptions
- They Help The Team Articulate The ‘What’ And ‘Why’ Of The Strategy
- They Maximize The Impact Of Your Story, Product Or News
- They Enhance Your Ability To Win Over Your Customers
- They Foresee Potential Challenges Or Opportunities Others May Not
The integration of communications into business strategy is not just a best practice but a fundamental approach to ensuring success. Cade’s insights provide a compelling case for why communications professionals should always have a seat at the strategy table. By leveraging their expertise in crafting and delivering messages, understanding market dynamics, and bridging internal and external perceptions, companies can create more coherent, compelling, and successful strategies.
