Commitment and Prioritization

Perhaps the single greatest mistake an organization can make with respect to communications is failing to recognize it as a mission-critical business function.

Historically, internal and external communications were often dismissed as “soft skills” for which budgets could be slashed—without serious adverse business impacts—at the first sign of budget cuts. In many cases, communications responsibilities were (and still are) simply tacked on to the workloads of other staff members who lack the skills, time, and leadership support needed to succeed.

Effective organizations recognize the importance of communications—not just to their growth and longevity, but to their very survival. And while the advent of the digital age has necessitated changes in strategies and tactics, it has only amplified this undeniable reality and spawned an even greater sense of urgency in this respect.