This interview with Julia Meighan, Chair at VMA GROUP, originally appeared in the November 2018 edition of CEO Today Magazine. VMA GROUP, founded over 40 years ago, is a recruitment and executive search specialist in communications, digital, and marketing. With a team of 35 consultants, they operate across the UK, continental Europe, and Asia, serving a diverse range of clients. Julia discusses the importance of stakeholder communications, the role of VMA GROUP’s Advisory Boards, and the challenges of managing company reputations.
VMA GROUP’s Growth and Advisory Boards
Over the past 5-10 years, VMA GROUP has experienced significant growth, driven by the evolving role of communications within organizations. Communications have transitioned from a back-office function to a core strategic component. This shift has allowed VMA GROUP to expand internationally, mirroring the global growth of their clients’ communications functions.
The Advisory Boards at VMA GROUP consist of over 80 senior communications leaders from various industries. These Boards provide valuable insights and advice, enabling VMA GROUP to better serve their clients. They also foster greater involvement of senior communications leaders within the community, enhancing their roles within their organizations.
Challenges in Managing Company Reputation
Reputation extends beyond branding; it reflects an organization’s value and performance, influencing staff, customer expectations, supplier attitudes, and investor confidence. In today’s environment, where stakeholders demand transparency and have platforms to voice their opinions, gaining trust is crucial.
Delivering authentic messages is essential, and aligning a CEO’s personal brand with the organization’s values is critical. Inconsistent messages are no longer acceptable to stakeholders, both internal and external.
Effective Stakeholder Communication
In a globalized and technologically advanced world, organizations must effectively plan and integrate their messages. Communications and marketing functions play a strategic role in stakeholder management, but CEOs must ensure that their senior leadership teams also act as communicators. This approach should permeate the organization, with employees becoming advocates for the business.
Increasing Impact at Board Level
Research by VMA GROUP indicates that communications should be integral to the leadership framework, with company strategy informed by its communications leader. Communications leaders need the confidence to lead rather than merely advise. CEOs now seek specific capabilities in their communications leaders:
- Businesses face pressure to deliver growth cost-efficiently, necessitating sustainable transformation strategies.
- These strategies often involve restructuring around Digital, Finance, HR, IT, and M&A activities.
- The convergence of communications and marketing, along with integration with HR, results in more effective messaging during change.
You can now download a copy of VMA GROUP’s report: Beyond communications: A CEO perspective on reputation leadership.
For further information about any of the issues raised in this article, please contact us.
