A recent research report by the Centre for Strategic Communication Excellence (CSCE) and Haiilo uncovers a critical challenge facing internal communication professionals: while two-thirds consider themselves strategically skilled, they struggle to demonstrate their value to senior leadership.

Our own Sia Papageorgiou was recently interviewed Rachel Miller from All Things IC, and the pair discussed how the research is a wake-up call for communication professionals to elevate their roles by:

•    Aligning work with business goals
•    Measuring strategic impact
•    Demonstrating how internal communication drives organizational success

Sia was also recently featured in Strategic magazine to discuss the results of the report.

Key Findings that were discussed:

Over 70% of respondents feel ready to be strategic but find it challenging to define and execute strategic approaches. The study highlights persistent barriers, including:

• Lack of leadership buy-in
• Insufficient resources
• Difficulty quantifying impact

In many ways, the ground is shifting beneath our feet. Public relations professionals are shifting from traditional roles to becoming trusted advisors in a world where AI and data are reshaping the landscape.

Generative AI and advanced analytics are changing the way public relations professionals build strategies, measure success, and influence public perception. But how can AI be used responsibly? How do we go beyond simple metrics to understand true impact? And what skills are essential in this new era of PR?

Adrian Cropley recently sat down with Doug Downs, and discussed this and more on the latest episode of Stories & Strategies.

Members only article

By: Sia Papageorgiou

Standing out in today’s noisy landscape can feel like a constant challenge.

For communication professionals, personal branding is a critical strategy for enhancing influence within organisations. When done right, a strong personal brand doesn’t just elevate you—it raises the perception of the entire communication function, positioning us as essential partners in strategic leadership rather than mere executors of ideas.

But how do we craft a personal brand that breaks through the noise authentically and meaningfully? The answer lies in defining what makes us indispensable and communicating that value in a way that resonates across all levels of the organisation.

Not a member yet?

A distinguished government communication leader with over 20 years of experience, Martyn joins a prestigious group of global professionals dedicated to advancing the practice of strategic communication.

Martyn has played an instrumental role in strategic communications within the Welsh Government, where he has driven impactful campaigns. During the COVID-19 pandemic, he played a pivotal role in the Welsh Government’s response, enhancing public trust and helping to strengthen the visibility of the communication function both internally and externally.

10 December

Don’t miss this exclusive opportunity with the UK’s Andy Green FRSA—in Melbourne for a limited time this December!

Join us for a transformative half-day workshop with UK-based pioneering innovator and creativity expert, Andy Green FRSA, where you’ll dive into the concept of Purpos—a unique approach to defining and living with purpose. How well are you managing your most valuable asset—yourself?

This 3.5-hour workshop introduces Purpos (not a typo, but a deliberate concept), a pioneering method that builds on Aristotle’s principles of Logos, Ethos, and Pathos, empowering you to not only communicate effectively with others but also with yourself.

In this session, you’ll create your personal Purpos Manifesto and identify five actionable goals for 2025. Purpos serves as both a tool for clarity and a time management strategy, helping you overcome the ‘haven’t got time’ monster. Through self-reflection, storytelling, and personalised coaching, you’ll unlock your true potential and discover how to become a more authentic and inspiring leader.

"I would definitely recommend this one to any Melbourne colleagues. I went through this 'Purpos' program last year and it now lives on my desktop. Turned out my purpose was grounded in building deep, trusted relationships. I have enjoyed getting to know Andy Green FRSA over recent years through his ground breaking 'Dublin Conversation' initiative. I think if he wasn't in comms, he'd be a comedian. Should be a fun session!" - Paul

There’s a convenient choice of morning or afternoon sessions.

The final #WeLeadComms debate of 2025 took place recently and the replay is now available.

Watch the insightful debate between Joe Salmon, Amanda Todd, and Sean winter moderated by Tony Stewart now!

Password: ^J1EzpN3

Are silos limiting your organisation’s potential? SiloSmasher, designed by CSCE partner and world-renowned internal communication expert Mike Klein FIIC, FCSCE, SCMP, delivers strategies for building stronger, more connected teams. This on-demand course equips you with practical tools to identify internal influencers, bridge gaps, and foster a culture of collaboration. Gain the skills to align your teams and drive collective impact across your organisation.

Unlock organisational unity today. Enroll now in SiloSmasher and create connections that truly make a difference!

Feeling overwhelmed by the relentless pace of business life? Take a break with our THRIVE Luxury Wellbeing Retreat in beautiful Ubud, Bali.

This immersive healing experience is for professionals who:
🌴Need clarity and motivation in their life and purpose, and want to follow a new path of health and wellness.
🌴 Seek to detox and boost their energy.
🌴 Want freedom from work stress and anxiety.
🌴 Realize it’s time to prioritise self-care.
🌴 Want to relax, expand their mind, and gain a new perspective on their professional life. 
🌴 Or simply wish to take time out to focus on the most important person, you!

Join us at the THRIVE retreat and transform your life.

We are now booking for 2025.

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