If you're starting out in communications or PR, here's the truth: this isn't a support function. It's strategic work that shapes how organisations are understood, trusted and valued.

Over two decades working across global organisations, I've observed what separates effective communicators from exceptional ones. It's rarely just technical skill, it's a fundamental orientation towards the work itself.

The Four Qualities That Define Great Communicators

Curiosity drives insight. The best communicators don't wait to be briefed, they ask probing questions. They understand the business model, the competitive landscape and the stakeholder ecosystem before crafting a single message. Curiosity turns you from a message-taker into a strategic adviser.

Empathy creates resonance. Messages land when they're designed with the audience in mind - not the sender. Whether you're communicating with employees during organisational change, customers facing service disruptions, or journalists evaluating your story angle, empathy allows you to bridge intent and impact.

Courage enables credibility. Communications professionals often operate at the intersection of complexity and scrutiny. The role demands that you lean into difficult conversations, challenge weak messaging and help leaders communicate with integrity - especially when stakes are high and information is sensitive. If you're only comfortable delivering good news, you're limiting your strategic value.

Comfort with ambiguity unlocks agility. Perfect information is rare. Clear paths forward are rarer still. The ability to provide strategic counsel amid uncertainty, to help organisations act decisively while managing risk, is where communications becomes genuinely indispensable.

What This Work Actually Entails

There's often confusion about what corporate communications and PR professionals actually do.

So, let me clarify:

Corporate communications includes:

• Strategic storytelling and narrative development
• Brand positioning and organisational reputation management
• Executive counsel and leadership visibility
• Crisis preparedness and response
• Media strategy and relations
• Stakeholder mapping and engagement

Corporate communications is not:

• A catch-all for every internal task no other function wants to own
• A substitute for sales, business development, or customer service
• Solely social media management, graphic design, or SEO execution

Effective PR is:

• Audience-centred narrative strategy that creates understanding and builds trust
• Relationship cultivation with media, influencers and key stakeholders
• Proactive reputation stewardship, not reactive damage control
• Credible positioning grounded in organisational purpose and proof points
• Consistent, authentic communication that reinforces trustworthiness over time

PR is not:

• Sporadic press releases with no overarching strategy
• Vanity metrics and coverage without business relevance
• Spin that prioritises optics over honesty
• Mass pitching that disrespects journalists' time

If You're Just Starting Out

Your early career is about building strategic muscle, not just tactical skill.

Here's what will serve you:

Observe organisational dynamics. Watch how decisions get made, which narratives gain traction, and where communication breakdowns occur. This pattern recognition will inform your strategic judgement for years to come.

Raise your hand. Volunteer for challenging projects. Sit in rooms where decisions happen. Remember, there really should be a comms lead at every senior leadership meeting. Ask to be involved in crisis simulations or executive briefings, even if you're just taking notes.

Build versatility, then specialise. Early exposure across media relations, internal communications and executive positioning will help you understand how different audiences and channels interact. Over time, you can deepen expertise in areas that align with your strengths and interests.

Remember: every word carries weight. Every internal email, every media statement, every executive talk track shapes how your organisation is perceived. Treat even routine communications with the rigour they deserve.

The Impact You Can Have

Communications professionals influence how organisations navigate change, how leaders inspire confidence, how employees understand their role in the mission, and how external audiences perceive value and trustworthiness.

This work is not peripheral—it's central to organisational resilience and success.

If you're entering this field now, know that your ability to influence, inspire and lead through communication will compound over time. The strategic value you bring will grow as you develop judgement, credibility and the courage to provide counsel that organisations need - not just what they want to hear.

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