Lately, I’ve been reflecting on the opportunities ahead for our profession – and sharing my hopes for where we can go next. It’s not just wishful thinking either because I know what’s possible when we step into our full potential as communication professionals.
This year I challenge you to stop proving your worth (reactive) and start leading with it (proactive). Here’s how:
1. Speak the language of business.
We know the value we bring – building trust, driving engagement, enhancing reputation. Articulate your contributions in ways that resonate with decision-makers and tie them to business outcomes.
Example: Instead of saying a campaign “increased awareness,” explain how it contributed to a 20% increase in customer enquiries or reduced employee turnover by 10%.
2. Make measurement a must-have.
Impact matters, so tie your work to meaningful outcomes with confidence, clarity, and rigour.
Example: Develop a dashboard that tracks metrics like employee engagement scores, or social media conversions linked to revenue growth.
3. Expand your expertise.
Understanding finance, strategy, and operations is essential. Business acumen strengthens your influence and deepens your impact.
Example: Attend a finance for non-financial managers workshop to confidently interpret budgets and link them to your communication strategies.
4. Prioritise research.
Anchor your insights, recommendations, and strategies in evidence, not assumptions. W. Edwards Deming once said: “Without research you’re just another person with an opinion.” Strong research helps us understand audiences, trends, and organisational dynamics more deeply.
Example: Conduct a pulse survey to understand employee sentiment before launching a major internal change initiative.
5. Challenge with courage.
If you know better, speak up. Respectfully and firmly, challenge outdated practices and advocate for meaningful, strategic communication.
Example: Push back on leadership’s plan to announce a change via email and propose a multi-channel strategy to engage employees effectively.
6. Demand your seat at the table.
Communication is integral to decision-making. So, advocate for being brought in early, where you can shape the conversation from the start.
Example: Request to join the strategy planning committee to align communication with broader organisational goals from the outset.
7. Raise the bar – for yourself and our profession.
Being a communication professional comes with responsibility. Push for higher standards in how you work, the skills you build, and the leadership you provide.
Example: Commit to earning a professional certification or mentoring an emerging professional to elevate what we do.
We are more than storytellers. Here’s to 2025 being the year we fully own our value.
Our 2025 training calendar is now available!
