In an ever-evolving world, the ability to manage crises and reputation has become a critical skill for organizations of all sizes. Elie Jacobs, co-founder of Purposeful Advisors, brings over 20 years of experience in public affairs, crisis communications, and reputation management to the table. In this insightful discussion, Elie shares his expertise on navigating risks, addressing challenges, and leveraging strategic communication for business success. Let’s dive into the key takeaways from this engaging conversation!
What Does Strategic Communication Really Mean?
At its core, strategic communication is about controlling how an organization is presented to the external world. According to Elie, it's about "telling your story in the appropriate way to the right people at the right time with the right goals in mind." This involves a deep understanding of the company's purpose and strategy, ensuring the message remains clear and impactful across different audiences.
Interestingly, sometimes the goal isn’t to gain media coverage—it’s to avoid it. Strategic communication can also involve discreetly influencing key stakeholders, such as legislators or regulators, by placing information where it will be most effective. From crafting narratives to managing public perception, the work behind the scenes is often like the hidden bulk of an iceberg.
Understanding Risks, Issues, and Crises
One of the highlights of Elie’s discussion was his framework for differentiating between risks, issues, and crises:
Risks: These are inherent in any activity or decision, like the objective risks associated with flying or drinking alcohol.
Issues: Subjective problems that arise from risks, such as turbulence during a flight or health issues due to drinking.
Crises: The critical moments when risks escalate into significant problems, like an airplane engine failure or a drunk driving incident.
Elie emphasized the importance of foresight and creativity in identifying potential issues and preparing for their outcomes. While not all crises can be prevented, understanding their predictable roots allows organizations to build more robust response strategies.
The Role of Geopolitics in Communication Strategies
Geopolitical factors play a pivotal role in shaping the environment in which companies operate. Whether it’s adapting to shifting regulations in the European Union or managing the risks associated with global conflicts, businesses must be prepared to navigate these challenges. Elie highlighted how recent events, such as regulatory changes and geopolitical tensions, have forced many organizations to reconsider their strategies.
He also discussed the critical role of communication in these scenarios, noting that "you’re going to have a very different message for a totalitarian government than for a democracy." By understanding the nuances of different geopolitical contexts, companies can tailor their messaging and mitigate risks more effectively.
The Growing Importance of Communication as a Strategic Function
Elie notes that the field of communications has evolved significantly over the past two decades. What was once associated primarily with public relations stunts or celebrity gossip now operates as a strategic function integral to organizational success. Today, communicators often serve as the "central hub of knowledge" within companies, connecting different departments and providing holistic insights.
“Good communications people,” Elie explaines, “need to have full exposure to all aspects of the organization to effectively advise the C-suite.” This requires a combination of on-the-job learning, innate problem-solving abilities, and an understanding of how to manage risks across diverse areas like finance, marketing, and human resources.
The Battle Against Misinformation
In a world increasingly shaped by misinformation and disinformation, communicators face a unique challenge. Elie stresses the importance of “working through” these issues rather than trying to avoid them. This requires organizations to control their narratives proactively while also educating audiences about media literacy.
The rise of misinformation has made it more difficult for businesses to establish credibility and trust. However, by focusing on transparency and authenticity, companies can navigate this complex landscape and maintain their reputational integrity.
Final Thoughts: Why Communication Matters
Elie's insights reinforce the idea that communication is not just a support function but a strategic imperative for businesses. Whether you're managing a growing startup or navigating the complexities of a multinational corporation, involving communication professionals in risk mitigation and decision-making processes is essential.
As we reflect on the conversation, it’s clear that strategic communication is about more than just managing crises—it’s about transforming challenges into opportunities for growth and innovation. So, how is your organization leveraging communication to achieve its goals?
Have thoughts or questions? We’d love to hear from you! Share your insights in the comments below or reach out to info@globalriskconsult.com with the subject line "Guest Proposal" if you'd like to be featured in our next discussion.
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