One of the challenges communications professionals can often face is the perception that this work is a “nice to have”, rather than a strategic, business-critical function.
Too often, comms is seen as a support role, rather than a vital part of shaping an organisation’s long-term success.
In reality, effective comms is the bridge that connects an organisation with its internal and external audiences, building the trust and transparency needed in Aotearoa New Zealand’s unique business environment.
To deliver real value and demonstrable outcomes, a comms strategy needs genuine buy-in from the organisation’s senior leaders.
Without this top-down support, communications can often be sidelined (until something hits the fan), limiting our potential to contribute to the organisation’s overarching objectives and ability to mitigate challenges before they become full-blown crises.
Internally, strong comms is crucial for fostering employee engagement and a positive culture. This ensures employees feel informed, valued, and connected to the organisation’s purpose.
Internal comms isn’t just a tick-box exercise. When done genuinely, organisations will see the team culture flourish and, ultimately, extend outward, inspiring loyalty and trust among stakeholders, and building a strong employer brand that attracts the best and brightest to work for it.
Externally, comms is invaluable in building and maintaining a positive reputation among the public, customers, partners, and other stakeholders. In Aotearoa, where business is often built on personal connections, transparency, values and trust, clear, consistent comms is vital.
When communications is recognised as a strategic function, it aligns messaging across the organisation, strengthens reputation, and enables the business to navigate complex issues with confidence.
As we head into 2025, we’re issuing a challenge for leaders to think about communications in a stronger, strategic way, that is essential for an organisation’s growth and resilience, and when empowered, helping everyone involved to reach new heights.