For the eighth year in a row, Communications Week™, the cross-industry event for public relations, marketing, and media professionals, brought together subject-matter experts and a global audience to discuss the most important topics impacting the industry today and what to expect heading into 2022.
This year’s conference theme addressed the transformation in the industry and the new era of communications. Speakers and panelists from Triller, Nestlé, Amtrak, and Kite Hill PR, among others, discussed topics such as navigating the hybrid work environment, what it means to be culturally relevant today, the role of internal communications, and the future of thought leadership.
Let’s take a look at some of the key themes that emerged during these conversations.
People-Focused Communications & Purpose-Driven Work
The last year made it clear that there is no difference between internal (employees) and external (clients/customers/stakeholders) communications – all communications must embody the same core messaging and should be communicated across key audiences. We also learned the value of company purpose. From an internal perspective, having a clear purpose will increase talent retention and recruitment while encouraging employees to deliver their best possible work. Studies have found that when work is tied to something meaningful, people feel more connected and fulfilled.
From an external perspective, a strong communicator in today’s PR landscape is someone who is not only well-versed in media relations, but an impactful storyteller and active listener. What is happening in the world right now that could impact messaging, initiatives, campaigns and thus, audiences? And transparency and authenticity is key when it comes to effectively communicating with key audiences. All things that PR professionals communicate have an impact – our voices can produce value and create new meanings for our clients and their industries.
Hybrid Work Environments
There is not a one-size-fits all template for hybrid workplaces, in fact many agencies and brands are still figuring out what best suits their workplace needs. While we navigate the constant evolution of our industry and workplace dynamics, it’s important to stay flexible.
Many speakers shared tactical tips to consider as your company finds the right balance of in-person and virtual work, which starts with how we literally communicate internally. For example, the best use of email is to formally communicate decisions, confirm/schedule appointments, document important conversations and send company-wide announcements that require all staff to receive the same communications simultaneously. Slack, on the other hand, should be leveraged to create open lines of communication, encourage cohesiveness, increase accessibility, reduce silos, and create personal employee experiences. If you’re looking to boost engagement among your employees who might be signing in from all over the world, organized internal communication is key.
Despite having employees dispersed, a critical component of employee happiness is company culture. Many attendees asked how to create and maintain a solid work culture amidst the hybrid environment and key recommendations included:
Kickstarting culture throughout the pre-boarding, re-boarding, on-boarding and spot-boarding processes. Use educational sessions with new and current employees as a way to reiterate and exemplify the company culture, and encourage employees to embody that culture throughout their day-to-day work.
Leverage your people managers to be empowerment ambassadors who recognize wins, creative thinking, and the big risks that people take. Empower your employees to be authentic and tenacious in their roles, and create an environment where 360º feedback is encouraged.
The industry is evolving faster than ever before and as we navigate the current environment “people-driven communications” is key to success. Stay agile and be prepared to pivot when necessary. Don’t be afraid to A/B test different tactics to help you, your agency, and employees find the right groove. Communications professionals who prioritize identifying and effectively articulating their values in a transparent way will continue to see expansion – not only in the work the company does, but also among employee skill sets and motivation.
Kite Hill CEO and founder, Tiffany Guarnaccia, founded Communications Week in 2014 and grew the business from a grassroots event to a global community and virtual conference. In 2021, Communications Week was acquired by Ragan Communications and Guarnaccia moved to hold the position of co-chair of Ragan’s Communications Week board. To learn more about Communications Week and to stay updated on future events, visit www.commsweek.com.