How do I love thee? Let me count the ways. Spoiler alert: It’s six…
When I started writing this article it struck me that so much in business hinges on good communications. But there’s a kind of magic in corporate communications and I think that’s why I love it. Behind any kind of magic trick is a blend of art and science and an enormous amount of work.
Good corporate communication is so more than just words; it’s about connecting people, making complex ideas accessible, and ensuring that every message aligns with a bigger purpose. I love communication because it transforms strategy into action and helps organisations find clarity in the chaos. Whether it’s guiding a team through change or building relationships across stakeholders, communication is what turns good intentions into real outcomes. In a world of constant noise, effective communication helps cut through, creating space for meaningful connections. It’s this magic that makes it an essential part of any successful business, and I’ve seen first-hand just how powerful it can be.
Great storytelling doesn’t happen by accident. Whether it’s defining what you stand for or navigating a complex crisis, effective corporate communications helps you show up with purpose.
Here are six reasons why I love communications:
1. It builds trust and shapes reputation
Your brand is only as strong as the story you tell—and the way you tell it matters. That’s the power of corporate communications. But here’s the thing: You can publish all the great messages you like, but your organisation will always be judged on whether your actions back them up. And when your messaging matches your purpose, that’s when people really start to trust you – whether they are customers, clients, stakeholders, or your own teams, delivering in your organisation every day.
2. It helps you turn your strategy into reality
Inside the organisation, communication is often what turns strategy into reality. Yet we’ve all heard the classics: “Nobody tells me anything,” or “Why does nobody listen to me?” In a previous role, we called this information barrier the ‘permafrost’. Think about organisations you’ve worked in for a moment and you’ll recognise it. You’ll also find that nobody actually sits in the permafrost. They’re either above it, wondering why their messages aren’t getting through, or below it wondering what’s going on! And when people feel left out of the loop, productivity drops, morale dips, and alignment frays. Research shows that organisations with engaged employees see 21% higher productivity and 23% greater profitability compared to those with disengaged teams. That’s not just a nice-to-have; it’s essential for business success.
3. Internal communications aligns your people to your purpose
Harnessing internal communications that reflect your values and vision also helps to connect your people to your purpose. When people understand their role in the bigger picture, great things can really happen for your organisation.
I’m passionate about this subject – I believe that internal communications is the heart of your organisation, pumping the blood through its veins and keeping it moving forward.
For me, it deserves more than a single paragraph in a broader conversation. I’ll be diving deeper into how to harness the power of your people through internal comms over the coming weeks—so stay tuned.
4. Managing Reputation and Crisis Communication
Externally, brands face more scrutiny—and more noise—than ever before. Disinformation, deepfakes, and shifting stakeholder expectations make reputation harder to manage and more vital to protect. According to the World Economic Forum’s Global Risk Report, the misuse of AI and digital misinformation is now one of the top threats facing businesses. And when a challenge hits, your ability to communicate swiftly and strategically can be the difference between recovery and long-term damage. That’s why we work with our clients to plan ahead, identify risk, and build tailored response strategies before a crisis strikes. From media handling to stakeholder comms, we ensure that messaging is consistent, clear, and rooted in trust. And if things don’t go to plan, we’re there to help you navigate the road back with resilience and credibility.
5. Building Long-Term Reputation and Emotional Connection
Beyond the moment-to-moment, communication helps brands shape the narrative over time. Reputation isn’t built overnight—it’s the result of every choice, every message, and every interaction. Whether you’re launching a new identity or reinforcing what you already stand for, corporate communications helps you build emotional connection, drive long-term loyalty, and set your business apart. Strategy underpins everything we do. We start with where you want to be—and we build communications that help you get there. From tone of voice to messaging frameworks, from campaign architecture to content delivery, we align every piece of the puzzle with your goals. Because when communications is aligned with strategy, you don’t just speak—you engage, inspire, and grow.
6. Aligning Communications with Business Strategy
Strategy is the backbone of corporate communications. When communication is aligned with your business goals—whether it’s tone of voice, campaign architecture, or content delivery—it’s not just about speaking, but engaging, inspiring, and growing. Effective communications bridge the gap between where your business is now and where you want it to be.
Corporate communications is more than a function – it’s your brand in action. It’s how your values come to life and how your business stays strong, even when things get tough. Whether you’re trying to build something new or protect what you’ve already earned, we’re here to help make sure your voice is heard. Your story matters. Let’s make sure it’s told the right way.
If you would like to discuss your communications strategy, get in touch with Sarah McKee, Managing Director (Corporate Communications)