- Have any questions?
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- media@commsroom.co
- Have any questions?
- 02 9247 6000
- media@commsroom.co
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This experience has given me a deep understanding of how our profession can have the most impact. The key takeaway? When an organisation views its communications team as a strategic partner rather than just a service provider, it can have more impact and deliver meaningful results.
But what does it mean to be a strategic partner? It’s more than just professional jargon; it’s about embedding communications into the core of the organisation’s work. Instead of being brought in to create materials at the end of a project, strategic communicators walk alongside other teams, providing insights and guidance throughout the process.
We’ve all experienced the frustration of learning about a major announcement at the last minute and being expected to deliver results under pressure. Shifting from a service provider to a strategic partner can prevent these last-minute scrambles and lead to more effective communication outcomes.
Read also: Crafting strong communication strategies for remote teams
If your organisation sees you as a service provider, what steps can you take to transition into becoming a truly strategic partner?
Build Strong Relationships. It might sound simple, but getting involved in key projects starts with building solid relationships. When your colleagues see you as approachable and reliable, they’re more likely to include you from the beginning of a project. Start by showing an interest in their work—visit a construction site if your organisation is in that field, or spend time in the call centre if it’s a key customer touchpoint. Demonstrating that you want to learn more about their work fosters connections. From there, request to join team meetings regularly to provide a communications update and hear about upcoming projects.
Be Proactive and Visible. Once you have a foot in the door, it’s time to demonstrate the value you can add. Don’t hesitate to speak up in meetings where a communications perspective is essential. For instance, suggest adding a communications representative to the working group if a new project is starting. Remember, this is a gradual process—you don’t need to provide groundbreaking insights at your first meeting. Listen carefully, and when an opportunity arises, contribute your expertise.
Keep the Conversation Going. Maintaining open communication between your team and other key departments is crucial. One effective way to do this is by establishing a collaborative process that brings everyone together regularly to focus on priority work. This could be a shared content calendar where all teams contribute proactive story ideas or an issues register to track potential challenges that may require communications support.
Solve Problems, Then Prevent Them. As you build your reputation as a strategic partner, remember that maintaining relationships is essential. You’ll likely be called upon to help solve issues when things go wrong. In these situations, it’s easy to assign blame, but focusing on solutions will pay off in the long run. Emphasise that you’re committed to achieving the best possible results, and wait until the crisis has passed before you start to reflect and identify improvements for the future.
Use Influence and Persuasion to Have a Positive Impact. Effective communication is about delivering messages and influencing decision-makers and stakeholders. Strategic communicators know how to present their ideas in a way that gains buy-in and drives action. To become more influential, focus on understanding what drives the decision-makers who impact your work. What keeps them up at night, and how can you help solve those challenges?
This is by no means an exhaustive list, but I hope it helps you and your team play a strategic and impactful role in your organisation. Remember, this is an ongoing process that takes time, patience, and reflection to achieve.
