Why Business Leaders Should Bring Comms into the C Suite

Tariffs and trade wars. Identity politics and culture wars. Geopolitical strife and the looming threat of actual wars. No matter your viewpoint, it's undeniable that many Americans feel like they're on shaky ground right now, while still more are uncertain about the future.

Today's business leaders are expected to be read in on a cornucopia of matters impacting their customers in ways large and small. Which means it's critical that those serving in C-Suite roles rely on their comms teams to keep them informed and updated on the latest developments.

The savviest executives go a step further by inviting strategic communications pros into closed-door planning sessions and board meetings so that they can be at the table to hear important conversations. In some instances, comms leaders can even facilitate conversations to help stakeholders navigate a clear path during moments of dramatic change.

If you don't have a CCO advising you on angles and impact, now may be the time to make space for a senior comms pro to join your team. In the meantime, here are three reasons why business leaders should bring comms into the C Suite at times like these:

1 - Comms teams can bridge the messaging gap

When a dramatic development requires a swift response, CEOs often march toward their action plan with singular focus – but forget to loop in the rest of their team. To avoid this, executives should tap their comms team to communicate with internal teams about what's going on – or, ideally, what's about to happen – out in the marketplace, and then facilitate employee engagement by initiating feedback loops. This helps teams feel safe to ask questions, raise concerns or flag challenges, or offer up suggestions about improvements.

2 - Comms teams can gut-check plans for brand fit

In moments of big change, it's not uncommon for leaders to demand swiftness of action from their close colleagues. Pressure to deliver can sometimes mean rushed solutions get presented for the sake of speed, and that can lead to brand messaging challenges. What if the plan you put forward as a fix doesn't in fact align with your long-term vision or brand values? Comms teams are great at examining actions and potential deliverables to ensure brand consistency. Bring these experts in and let them offer you their unvarnished take on what aligns and what misses the mark. It's better to catch issues up front before your plans are finalized.

3 - Comms teams can spot PR pitfalls

After you've included comms at the table for ideation and conversation, and then engaged with them to review your plans, it's important to go through one other important step: Socialize your draft messaging around the plans to eliminate the risk of PR pitfalls. Comms teams can and should help you shape the final content of your external communications, from owned content on your website and press releases to social media posts and speeches to stakeholders. Your comms colleagues should also participate in the rollout of those messages with your PR firm, creative agency, etc., by offering ongoing counsel – especially if negative feedback or public comments require a brand-level response.