Overcoming notions about communication influence on ROI
Comment from participant: Love the strategies in the example you shared about union leadership. Some of us need first to convince leadership that our sphere of influence as communicators reaches across functions, especially in organizations that are siloed. What tips do you have for overcoming some of those preconceived notions about what we as communicators do so we can better influence ROI?
Answer from Jim Shaffer, IABC fellow and presenter of the July 2018 IABC Heritage Region webinar "Improving Results and Value by Increasing Business and Financial Acumen."
Share stories about what others are doing. Kristin Kelley, now at O-I, attended the workshop I discussed on the webinar, then went back to her CEO and told the stories that I told about communication people in big-time companies that were making the shift. CEOs and their leadership teams are always looking for better ways to improve performance. Communication people all too often disconnect themselves from the operations of the business. That’s what pushes people down and out of the mainstream. If you’re not part of the operations you’re disconnected from the business of the business. Get connected by telling your leaders you want to add value, not drain value.
I’ve taught this process to many communication practitioners. The gains are positive. I’ve never heard—nor will I ever hear—a CEO dissuade someone from adding value. Never!
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- July 24, 2018
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