Spin Sucks 169: How Today’s Global Complexities Are Ripe with Opportunities for Communicators in 2022 and Beyond

It’s not going to come as any big surprise to most of you that the lingering pandemic, combined with growing geopolitical tensions, never-ending technological disruption, and an accelerating climate crisis has created all sorts of opportunities (opportunities!) for communicators. 

There has never been a time in history where business leaders have been forced to confront this kind of complexity, nor had to deal with conflicting messages they’ve heard their entire careers about not communicating values to communicating values. 

They must navigate all of these challenges while creating resilient companies that can thrive in any economic, social, political, or technological environment—and allow them to drive forward with values and purpose. 

While it really does provide us a great opportunity for 2022 and beyond, there isn’t an established playbook to help us navigate changing stakeholder expectations while advancing the business interests of our companies—or that of our clients. But a new report from Edelman, The Future of Corporate Communications, seeks to change that by understanding what senior communicators are experiencing on the front lines. 

Their research reveals that the role of the communicator has forever changed, with new expectations and rules of engagement. The message from nearly 250 of the world’s most senior communicators is clear: to meet the challenge of this moment, the communications function must advance from operating as a transactional cost center delivering on a communications agenda to being an indispensable partner generating measurable business value. 

The report has some notable insights that will help each and every one of you plan for career growth for the rest of this year and into the next. That’s what is up on today’s episode of the Spin Sucks podcast.

Resources Included:

* Edelman 2021 Future of Corporate Communications Study

* Spin Sucks Guest Blog Post: Maintaining Strong Leadership Through “The Big Quit”

* The Agency Leadership podcast