20 July 2017

Tackling the stigma of corporate communications

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A well implemented corporate communications function in today’s volatile environment can be the difference between success and failure in today’s environment. Just look at Uber. United Airlines. Pepsi. And that’s just 2017.

More than a few companies have made the mistake of undervaluing the importance of powerful communication strategies. However, it could also be said that communications personnel are partly to at fault for being slow to adopt analytical tools, such as neuroscience, behavioural economics and statistics. Such tools can help make the field more sophisticated and valuable to business decisions.

Although the responsibilities and influence of top corporate communications leaders has increased, corporate communications functions are still traditionally viewed as a C-suite stepchild. That’s partly due to the difficulty in measuring its effectiveness, which is seen as a “soft” skill.  While it’s still tough to measure the efficacy of corporate communications, new tools in sentiment analysis, reputation analysis, and brand assessment are adding more rigor to the field, especially in the age of digital business.

It’s time for communications practitioners to take the leap into the leadership circle, and for corporations to recognize the importance of strategic communications. That’s what the Corporate Communications and PR Leadership is about. Join us to hear from Australia’s leading communications and PR experts, discussing how we put communications firmly in the corporate leadership circle. 

Written by: Beth Hampton 

Beth came to Australia in late 2016. Having spent some time travelling through Southeast Asia and briefly living in Singapore – she was ready to embrace the lifestyle of a working Sydneysider!

Beth grew up in London, and completed her degree in Psychology at the University of York. She always dreamed of landing a job in the police, but figured it was worth swapping the handcuffs and late shifts for an exciting new city and a job full of fun and opportunity in a fantastic company like Akolade!

Beth loves cooking, playing the piano, terrible British soap operas, an ice-cold G&T and exploring new places.

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