What is the biggest misperception about the communications function?
Updated: Apr 18, 2020
Prospective graduate students wanted to know...
It’s always a treat to talk with alumni, current and prospective students…and I was thrilled to join Rebecca Heino, Charlene Perilla, and fellow professors Ethan Pew and Mark Truss for an online information session to talk about the #ColumbiaStratComm program. Among the questions asked about the program execution, culture, benefits of an advanced degree and learning philosophy were a few about the profession overall.
One in particular prompted some spirited answers:
Q: “What is the biggest misperception around communications as a function?”
“That it’s fluff.”
“That our jobs are solely executional. If we are brought in to execute a narrative created only by business leaders without communication experts in the room, they are missing critical expertise and opinion.”
“That it’s not important to the business as a whole. A division president once asked me how a communications plan would directly impact sales. I had to give him a quick review on the importance of brand reputation and consideration in the path to purchase.”
#Crisiscommunications to internal and external stakeholders is in full swing these days. Hopefully there is also a greater understanding of the need for smart, consistent and thoughtful communication to connect us all. #strategiccommunications
In today's environment, strategic, business-savvy communication experts are more critical than ever.