How Communications Can be a Value Add to the Corporate Mix

A common refrain from people in marketing and corporate communications is that we are indispensable when times are good but completely disposable when the fickle winds of the business world change. A part of that negative aspect of our role is the fault of short sighted corporate executives who can only see to the next quarter and lack the vision to build their brands. But we are kidding ourselves as a profession if we think that the fault is in everyone but ourselves. Crying like some grumpy child who believes the world just doesn't get them.

Having the experience of having worked in both the corporate and agency side of marketing and corp comm there is one thing that stands out right away. By and large we take the easiest way out and go down the path of least resistance. There is an old story about an older scientist and his young protege conducting an experiment. At some point, the older scientist turns in amazement to the protege and says, "what did you think of that?" The protegee has no idea what he is talking about so he says "hmm,,,what did you think of it." After the older scientist gives a long winded answer about what a profound discovery he's just made the younger apprentice says with a smile, "yes, I saw it too; we're going to be famous."

The point of the story is that we all too often try and give a client what they want rather than what they need. We want to please when we are really supposed to instruct. Would you feel comfortable with a doctor who seemed dodgy and wanted to know if you wanted surgery or tests? Expertise is something we pay for and it is something that we earn. However it is something we very rarely practice out of fear of stepping on someone's toes.

So many people in communications value the fact that we have the ear of the CEO. But in many cases the CEO is like Cesar of old who claimed he makes the sun rise in the east and set in the west. Cesar could do it the other way he once claimed but the roosters would all die of fright. Well the CEO is not the organization and any half way well run organization has a plan to succeed the CEO so that is another blow to the idea of the CEO as a deity.

So back to the question at hand, what can communications add to the corporate mix? First and foremost we should be the truth tellers in the organization. One term I have used to executives time and time again is that, if you lie, you die. This doesn't necessarily involve some grand conspiracy of competitors out to get you; instead it involves building mutually beneficial and open relationships with key stakeholders. The reason they need be mutually beneficial is that there will be a time when the organization will need the help of a stakeholder or maybe even multiple stakeholders. It's best to have them think kind of you before you ask for help than having to go, hat in hand to someone who is lukewarm in how they view.

The other way that communications can be of value to the overall success of the organization is by being a fair and just counsel. While that may seem obvious, it is very rarely practiced. Too many communications people seem to think that their job is to follow orders without question. If I had a dime for how many times I have been told, well, so and so pays the bills so we do what they say, I could retire now. This is the wrong type of mentality that I am talking about. The fact that we are being payed for our expertise is proof we need to offer opinions which may fly in the face of what the client wishes to be told. It's business, not a nursery school!

Telling someone they are wrong is neither easy, nor pleasant but it is often times necessary. If an organization has any hope of success it will be run by people who realize they do not know everything and who trust those beneath them. Sadly, as we all know, most organizations don't function this way. The best course of action is to fight hard for your view and when it is rebuffed, make it clear that this is happening against your counsel.

The long and short is that corporate communications can add a tremendous value to the corporate mix if we, as corp comm professionals, are willing to be brave enough and bold enough to take a stand. There will always be the shallow careerists who think that by kissing up to the client they will be rewarded. But by and large they damage us and damage the profession. We should try and avoid them. We should offer the value of our expertise and experience and let it be known our views are as correct as those of a doctor or a lawyer. You are welcome to ignore them but you do so at your own peril. After a few experiences being burned by poor judgment, perhaps the decision makers will realize we actually know what we're doing!