Can a comms leader fix it? Maybe not…
Your communications programme should drive measurable results that align with your business objectives and keep you ahead of your competition.
Yet, all too often communications activity only supports marketing activities. If your comms aren’t delivering strategic value, you may think it’s time to hire a communications leader.
But will this investment truly address your challenges? Possibly not.
First, as discussed in our previous blog, let’s revisit some of the everyday comms obstacles. These include high stakeholder expectations, incomplete communications expertise, lack of direction for in-house communicators and expensive agencies. Your approach must address these challenges and more.
A communications leader can help if:
- Your existing communications resources and agencies handle tactical work, allowing the leader to focus on strategic initiatives.
- You have enough strategic decision-making, and line-management work for a full-time role
- You are prepared to involve them in business decisions, enabling them to contribute to your strategy.
- Communication is vital to your business strategy for the next five years, indicating a long-term need for leadership.
However, a communications leader may not be suitable if:
- You have no additional comms resources to deliver your strategy
- You expect the comms leader to handle both strategic planning and tactical execution
- You are uncertain about the importance of comms to your business
The cost of getting it wrong
Of course, there’s the monthly recurring cost of hiring a heavyweight communicator, but it goes beyond that.
Expecting an experienced leader to do relatively simple tasks like writing social copy or managing agencies will mean you are overpaying for these tasks. And once a strategy is in place, that’s likely to be the majority of the role.
In addition, repetition of simple tasks is a disengaging experience for a seasoned leader which could result in a lack of discretionary effort or a short tenure. So, you’re back to square one in a couple of years.
So, what’s the optimal solution?
Partner with Coach Communications.
We’ll comprehensively analyse your current communications landscape and provide a personalised playbook tailored to your objectives.
With Coach Communications, you’ll have access to strategic expertise without a full-time comms leader’s hefty and ongoing price tag. Instead, you can leverage lower-cost comms resources to execute against the playbook, ensuring maximum impact and value for your investment.
If you are just starting out on your comms journey, Coach Communications can advise you on what resources you need to make the optimal impact.
In conclusion, while a communications leader can be beneficial in certain situations, it’s essential to carefully consider whether this investment aligns with your needs and objectives.
By partnering with Coach Communications, you can unlock strategic value from your communications program without needing a full-time comms leader.
Not sure whether you need a comms leader?
