Most CEOs understand that communication is important. But many still see it as a support function, something that happens in the background rather than a strategic driver of business success.
Communications teams play a crucial role in shaping a company’s reputation, fostering trust, and keeping employees engaged. Yet, many comms professionals find themselves having to justify their work or explain its strategic value.
When CEOs truly understand the impact of effective communication, they can unlock its full potential—both internally and externally. Here are three key insights that every CEO should keep in mind.
1. Communication is a strategic function, not just a megaphone
Too often, comms is treated as a delivery mechanism—tasked with pushing out press releases, social media posts, or internal announcements. But real communication is more than that. It’s about shaping perception, managing crises, and fostering trust with employees, customers, and stakeholders. When comms professionals are brought in at the last minute to “wordsmith” a message rather than help craft the strategy itself, the result is often reactive and ineffective.
What CEOs can do: Involve comms early in decision-making. Strategic messaging starts with understanding the bigger picture—not just refining it after the fact.
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2. Internal communication is just as important as external communication
CEOs often focus on media, investors, and customers, but employees should be their most important audience. A well-informed, engaged workforce strengthens a company’s culture and reputation. On the other hand, when employees feel out of the loop, misalignment grows, morale drops, and companies risk negative press from within.
What CEOs can do: Prioritize internal communication. Employees should never learn about major company changes from the news or social media. A strong internal comms strategy fosters trust and ensures employees become brand ambassadors, not critics.
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3. Good communication takes time and expertise
Some CEOs expect comms teams to craft the perfect media response or internal announcement overnight. But thoughtful, strategic messaging requires more than just speed—it requires nuance, stakeholder alignment, and an understanding of long-term impact. Crisis comms, for example, isn’t just about putting out fires quickly. It’s about protecting the company’s reputation in a way that builds resilience and trust over time. The best communications work isn’t rushed; it’s planned and proactive.
What CEOs can do: Trust their communications experts. Just as finance, legal, or product development require specialized knowledge, so does communication. Investing in comms pays off in reputation, employee engagement, and ultimately, business success.
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Strong communication isn’t just about looking good in the media or having polished messaging—it’s about trust, clarity, and alignment. The best CEOs know that comms is a leadership function, not a last-minute fix.
