PR vs Comms
The function has evolved, and comms leaders need to be ready for it.
Join us as our PR Associate Director, Kate O’Donnell, looks at how comms leaders can reassert and redefine their role within the corporate structure.
Despite my PR degree and decade leading PR campaigns for B2B tech brands, I don’t consider myself a ‘PR pro’. Instead, I’m a communications consultant; part of a holistic function that aligns comms efforts with an organization’s commercial goals.
Too often, I see businesses still holding narrow, legacy views about comms. It’s still perceived by many as simply media relations rather than the strategic business function it has become. The best comms professionals get fulfilment in knowing they are driving forward commercial goals and impacting an organization’s bottom line.
I’m not alone in feeling misunderstood. In fact, Fox Agency research revealed that over 40% of B2B comms leaders feel their leadership team still don’t get PR. This disconnect means that many businesses are missing a trick when it comes to shaping perceptions, influencing key decision-makers, and driving engagement across multiple channels.
Given how the marketing landscape has evolved, there is a real opportunity to reassert and redefine its role within the corporate structure. If you’re a comms consultant that’s grappling with the challenge of being seen as a tactical doer rather than a strategic leader, key things to consider include:
- Comms should play a critical in shaping business strategy – Strategic comms team have a deep understanding of customer behavior and preferences, which is leveraged to craft compelling narratives that educate key stakeholders. You understand how messaging will be perceived by key audiences. This knowledge is leveraged to inform business strategy, to ensure its tailored to and understood by customers, employees and investors.
- Comms must align to overarching commercial goals – To align with sales and commercial priorities, you must understand the key audiences you are trying to engage and influence, and identify how you will measure the impact of these activities. This ensures comms campaigns truly build brand awareness amongst target audiences and create reputational value, which makes prospective buyers more likely to become actual buyers.
- Comms is well-prepared to safeguard reputation – Today, the speed of communication means that conversations about brands evolve rapidly. A well-prepared crisis management plan ensures the comms team is prepared to act quickly and take control of the narrative should issues arise. Only then will you have confidence that you can manage and tackle crises before they spiral out of control, which is vital to safeguarding stakeholder trust and confidence.
- Comms drives internal alignment with business strategy – Internal comms shouldn’t be a bolt-on to HR departments. Instead, it has a vital role to play within a strategic comms function that drives alignment across an organization. This should take a broader strategic view, shaping company culture, driving engagement, and aligning employees with overall business objectives.
For the comms leaders feeling misunderstood – it’s ok, two in five of us are – Fox Agency can help you build exec buy-in to secure the seat at the leadership table you deserve.
