This post was written by Chief Operating Officer, Michelle Foster.
Earworms.
Have you ever had a song stuck in your head on repeat? Even if that song is a banger (the kids say that now, right?), it still can drive you absolutely mad.
My daughter is almost eight, and she loves to listen to the same handful of songs on repeat. She asks to be “DJ Isla” every day on our way to and from her summer program. It’s gotten to the point where I’ve banned her from listening to her playlist because I wake up hearing the songs in my head. Earworm.
I’m sure a lot of parents (or not parents…) can relate to her current list: only Taylor Swift.
I woke up this morning to my brain passionately singing, “who’s afraid of little old me-E-E”. There is one line of that song that has gained popularity since the release of her new album:
“You wouldn’t last an hour in the asylum where they raised me.”
This quote made me think of some of the communications influencers I follow on LinkedIn. I see a lot of defiance and indignance when it comes to being a comms leader at an organization. It’s like there’s a war raging between the communications function and everyone else because the random requests and high expectations keep coming without the corresponding headcount to be successful.
Of course, it’s mostly true that many colleagues truly don’t understand the communications department’s role – or even how incredibly valuable it is to the business. That’s very frustrating. It’s also true that unless you have a leadership team that understands communications’ value to the company’s bottom line, communications leaders will have to fight for every penny.
Instead of letting that frustration bring you down, be strategic about this lack of understanding. Have specific things you can do to hold your boundaries and educate other departments on the strategic business value of communications.
Here are some things you can do in order from least to most helpful.
B*tch and moan
Everyone needs an outlet, right? Sure, it sucks that you’ve been asked to do something that isn’t in your purview, so it makes sense to be irritated. Those irritations are either going to go into a metaphorical bottle that will someday explode, or they’ll show up in the form of complaining. Letting it out of the bottle is one way to go.
Ignore with plausible deniability
What email? I didn’t get your request. Must have gone to my junk folder! If I don’t respond, maybe they’ll forget. If you never got it, you don’t have to respond to it. Seems like a plan. Until they go around you, and then it gets super awkward.
Hold the line like Toto
Now we’re getting closer. Holding boundaries is hard. Telling people “no” is hard. It’s work to hold boundaries, and sometimes it goes over like a lead balloon. However, if you set your communications priorities against the company’s strategic plans, KPIs or other measurables, you’ll have a foundation to build on when you say “no.” When you set clear goals for yourself and your team and put those goals in a strategic plan, then those specific actions are how you justify saying “no.”
Let’s go with Plan B(eautiful)
Holding the line is a lot easier when you have a trusted communications partner that you can confidently refer your colleagues. CLEARLY this is my favorite because we act as the trusted communications partner for our clients. We’ve been in the shoes of corporate communications leaders at international companies, so we get what it’s like to be on the other side. When you pick a great partner, here’s what happens:
Bob (sales): JENNIFER! I need this critical sales deck created IMMEDIATELY or else the company will perish.
Jennifer (comms): Well, Bob, our EBITDA was up 4% y/y and cash flow be flowin’, so I know we’re in good shape. However, I do see why you’d like to sell into this market. It would be very profitable for us and open us up to an entire region. I see the value of this project.
Bob: Great! I’d like it today, please, thanks.
Jennifer: I love your optimism, Bob. Our team is prioritizing the communications campaign around employee engagement. Did you know that increased engagement can save the company millions by reducing turnover and increasing productivity? Also, sales presentations need to be very thoughtful and take time to do right.
Bob: …
Jennifer: While the communications team cannot help you, I will refer you to our favorite communications agency for support. They do beautiful work and will ensure your deck is aligned with our brand and messaging. They’ll also make sure the communications team is kept up to date so when the new presentation is created, we’ll communicate this opportunity on our intranet, upcoming town hall and our monthly leader meetings. This holistic approach will make sure this is a win-win-win-win…you get the point.
Bob: I can work with that. Can they get it done today?
Jennifer: Still no. I’ll send the warm intro right now.
AND SCENE.
Bob is referred to a company you know does amazing work, thus taking it off your plate and still ensuring it gets done to your company’s high standard. Bob’s a new fan of yours because you’ve solved his problem, the company has a brand-new sales deck used to make money AND you’ve secured a new content theme for your editorial calendar. All in the span of 10 minutes.
That sounds like a very helpful way to spend your time.
Work with the team that thrives in the asylum and has an affinity for potatoes. Reach out to michelle@smallpotatoes.co if you want your life to be easier!
Comments