Advisory Boards | Changing Communications
VMA GROUP recently launched its CEO report, “Changing Communications – the CEO experience of communications during Covid and beyond,” at its Advisory Board meetings in Manchester and London. Communications leaders from various sectors gathered to discuss the findings and share their experiences of how Covid impacted their organizations. Despite diverse operational challenges, hybrid working and digital transformation emerged as the most significant changes and ongoing focuses for future strategies.
The Role of Communications Leaders During the Pandemic
VMA GROUP Managing Director Lucy Cairncross highlighted the crucial role communications leaders played during the pandemic. CEOs relied heavily on their communications leaders, who became integral to the core team, helping organizations navigate the rapidly changing environment. As one CEO noted, having a trusted communicator by their side was essential for effective leadership.
The increased activities of communications functions, especially in employee communications, have left them needing to manage higher expectations or secure more resources. CEOs recognized the benefits of enhanced employee engagement and authentic communications, which kept teams connected during remote work. Internal communications were deemed vital for conveying leadership’s vision and empowering employees.
Hybrid Working and Digital Transformation
The topic of hybrid working sparked lively debate, with no consensus on the perfect approach. It remains a focal point for future work patterns, with differing views between businesses and employees. Digital tools allowed CEOs to engage with their organizations more efficiently than traditional site visits, though some missed the energy and collaboration of in-person interactions.
Organizations are now exploring how to balance purposeful travel and community building with the work-life balance expected by newer workforce entrants. These individuals prioritize culture, organizational purpose, and career development, steering clear of the workaholic tendencies of previous generations.
ESG and Corporate Communications
Environmental, Social, and Governance (ESG) issues have become a priority for business leaders, necessitating a compelling corporate narrative and purpose. Communications Directors identified ESG as a primary focus, transitioning from audit or compliance teams to corporate communications. A comprehensive cross-business strategy is needed to track and enhance ESG activities.
Lucy Cairncross emphasized that prioritizing people and the planet over profit is now a reality for many businesses. This shift not only fulfills long-term ESG commitments but also attracts and retains top talent who demand active engagement on climate change and societal issues. Communications leaders are tasked with supporting their organizations in redefining purpose and fostering a culture of sustainability.
VMA GROUP’s next Northern Advisory Board meeting will take place on Wednesday, 10th May, in Birmingham. For further information, please contact Julie Mazzei, Principal Consultant for the North and Midlands, at jmazzei@vmagroup.com.
