The business behind communications

Unlike marketing or sales departments, which can often demonstrate a direct impact on company revenue, the positive impact of communications can be difficult to prove.

Even if you achieve full-page, front-page spreads with national publications or your newsletter readership is optimal, it can still be difficult to link these activities back to market success.

Sometimes the impact is felt most when it’s absent. But as communications professionals, it’s important to be business-focused. That means demonstrating our worth.

To overcome this, create a habit of stating the organisation’s business strategy/KPIs at the outset of any communications plan and ensure your plan demonstrates how communications will help achieve or support this.

While on the topic, keep plans concise and simple as few people have time or interest to read lengthy proposals, particularly if they do not have a communications background.