How Communications Shape Business Success

Your Marketing Isn't Failing Because of Strategy. It's Failing Because of What's Happening in Your Team Meetings. 86% of executives cite poor communication as the root cause of workplace failures. But here's what they miss: those communication breakdowns aren't just hurting your team. They're killing your market message before it ever reaches a customer. Last quarter, I watched a brilliant company launch fall flat. Their external messaging was polished, but internally? Six different departments had six different understandings of what they were actually selling. The internal-external gap is costing you more than engagement. It's costing you revenue. When employees clearly understand your company's purpose and message, they generate over $8.5 million in earned media value through their advocacy. Here are three leadership communication failures that directly sabotage your marketing: 1. Compartmentalizing Strategy   → Marketing plans created in isolation   → Customer-facing teams excluded from messaging development   → Critical market feedback never reaches decision makers 2. Assuming Information Flows Naturally   → Key insights stay trapped in department silos   → Customer pain points get sanitized before reaching leadership   → Success stories remain untold and unused 3. Speaking Different Languages   → Leadership discusses "market penetration" while sales teams talk about "closing the deal"   → Product teams focus on features while customers care about outcomes   → No one bridges these disconnected conversations Organizations with aligned internal communication see 25% higher productivity and 4.5 times higher employee retention. But the real business impact? Their external marketing resonates with authenticity because everyone is telling the same story. Try this tomorrow: Before your next team meeting, ask each person to write down your company's core value proposition in one sentence. Compare answers. The gaps between those responses reveal exactly where your marketing message will break down in the market. What's one communication gap you've noticed between your internal conversations and external marketing? ♻️ Share if this challenged your marketing approach 🔔 Follow Mike Hays for more strategic growth insights

I recently heard about a company that decided not to back-fill their departing Chief Communications Officer, believing they could manage just fine with the remaining leaders in the function. Unfortunately, this isn't an isolated incident, and it overlooks the fundamental value and strategic advantage provided by a talented CCO. Across both corporate America and government agencies, we're witnessing a concerning trend of cutting or downgrading what are traditionally seen as "softer" functions – communications, marketing, user experience, employee engagement, and similar roles. These are often the first departments trimmed during budget constraints, revealing a fundamental misunderstanding of their strategic value. 𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝘆 𝗲𝗹𝗶𝗺𝗶𝗻𝗮𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗖𝗖𝗢 𝗿𝗼𝗹𝗲 𝗶𝘀 𝗮 𝗰𝗿𝗶𝘁𝗶𝗰𝗮𝗹 𝗺𝗶𝘀𝘁𝗮𝗸𝗲: A strong CCO doesn't simply manage communications teams; they serve as the strategic voice of the organization, aligning narratives across all stakeholders. They translate complex business strategies into compelling stories that resonate with employees, customers, investors, and the public. In today's environment, where reputation can make or break a company in hours, communications isn't just a support function – it's a strategic imperative that deserves a seat at the executive table. CCOs provide unique value through: 𝟭.   𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗮𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁: Ensuring all communications support broader business objectives 𝟮.   𝗖𝗿𝗶𝘀𝗶𝘀 𝗽𝗿𝗲𝗽𝗮𝗿𝗲𝗱𝗻𝗲𝘀𝘀: Building resilience before problems occur, not just reacting when they do 𝟯.   𝗦𝘁𝗮𝗸𝗲𝗵𝗼𝗹𝗱𝗲𝗿 𝗶𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲: Bringing critical external perspectives into C-suite discussions 𝟰.   𝗥𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻 𝗺𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Proactively shaping how your organization is perceived 𝟱.   𝗖𝘂𝗹𝘁𝘂𝗿𝗲 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴: Translating vision and values into messages that inspire employees When companies eliminate the CCO role in the name of efficiency, they often discover too late that they've lost not just a communicator, but a strategic advisor who understands how perception shapes business reality. The irony is that positioning these departments as "nice-to-haves" rather than business-critical functions ultimately costs organizations more in missed opportunities, reputation damage, and disconnected messaging. Have you seen organizations thrive after eliminating their top communications position? Or struggle without this leadership? I'd be interested in your experiences. #CorporateCommunications #ExecutiveLeadership #BusinessStrategy

Why Strategic Communications Is a Must for Every Business Recently, many corporations have found themselves in the headlines, but not in the way they wanted. These situations underscore the essential role a seasoned communications leader plays in shaping a company’s public perception. Whether in-house or outsourced, having someone oversee the communications function is crucial. A strategic communicator supports your business plan, navigates challenging situations, and amplifies your story with priority stakeholders. Whether you're an early-stage startup, a well-established private business, or a publicly traded giant, each stage in your company’s journey requires a unique communications approach. Here's why prioritizing communications is a must for every business: 1.  Strategic Counsel and Advocacy 🤝 Communications leaders are trusted advisors, providing insights on public perception and aligning strategies with company values and goals. They evaluate how actions impact stakeholders, crafting messages for each audience. Integrating communication strategies into your core business plan prepares you to adapt to changing dynamics.   2.  Crisis and Reputation Management 🔥 Every business faces potential crises, threatening reputation and stability. A seasoned communications advisor is crucial for proactive crisis planning, working with leadership to swiftly address issues. They help preserve brand integrity by delivering transparent, honest, and timely information. As recent news cycles show, maintaining trust during a crisis demands experience and situational awareness.   3.  Brand Awareness and Storytelling 📣 Communications professionals build credibility with the news media to tell compelling brand stories through earned coverage or a combo of paid + earned. Marketing and comms teams must work in lockstep, ensuring a consistent, authentic, and cohesive brand message across all channels.   4.   Internal and External Message Alignment ✳️ Consistency in messaging across all organizational levels is vital. A great external strategy starts with an internal focus. Ensure employees understand business goals and their roles in supporting them. Aligning internal and external messaging maintains a cohesive culture and delivers a consistent brand narrative.   5.  Business Growth 📈 Strategic communication fuels business growth and transformation by crafting compelling content and narratives that highlight products, services, and initiatives. A communications advisor ensures an ongoing dialogue with priority stakeholders. Their awareness of current trends and media strategies enables you to seize opportunities and tell your story. Investing in a skilled communications leader or advisor is investing in the long-term success and resilience of your business. It's not just a nice-to-have but a critical component of a successful business strategy. #StrategicCommunications #BrandReputation #CrisisManagement #CorporateCommunications