How do you become a corporate communications specialist?

There are many ways to become a corporate communications professional. In my case, I went from journalism to public relations, then to corporate communications, including CEO positioning and overall content strategy, and later to marketing communications across all channels. It's essential to identify closely with the organisation and its values, to know your audience, to build an internal and external network of key stakeholders, and to be a lifelong learner. The corporate communications industry is changing fast, especially when it comes to the (digital) customer journey, so be curious to stay on top of things!

At its essence, a corporate communications specialist is a strategic storyteller, utilizing a diverse toolkit to tailor narratives that resonate with distinct audiences. A critical objective is to not only convey information, but to craft messages that evoke genuine care. You have to make your audience give a damn.

As the Times said of the disastrous (now ex-) Penn and Harvard presidents’ appearance before the farcical hearings in Congress. Too much legal prep, no disaster PR

And what about digital? It's quite amazing how things have changed in my 20 years in corporate communications. When I first started, my job was all about media relations and pitching in great stories to journalists. 20 years later, I'm still on the lookout for great stories, but I'm now focused on telling them on our digital channels.

The journey begins with a passion for storytelling, which is fundamental to any PR role. You should be able to envision different scenarios your story could take and master the tools to guide it. A solid humanities degree is crucial - it doesn't have to be in PR. Studying linguistics, philology, or philosophy can provide essential skills in critical thinking and effective writing, a must-have combination for a Comms pro. Then, it's about gaining practical experience through internships or entry-level positions. This is where you hone strategic planning, crisis management, and content creation skills. Remember, you're the bridge between your company and its audience, so clear, effective, and empathetic communication is your superpower.

One thing I've found helpful is being as adaptable as possible to emerging communication tools. Taking time to learn how to use latest software to formulate messages that will resonate with your target audience's needs for a greater impact.

A degree in communications, public relations or a related field. Writing and editing abilities are essential for this profession because communication is key. Modern communication requires proficiency in digital platforms and social media. Corporate communications specialists must think strategically to link communication with organisational goals. Success in this dynamic industry requires adaptability, crisis management and knowledge of the latest communication technology. A portfolio of writing examples, campaigns and successful communication methods can boost your credibility. Successful corporate communications specialist requires developing interpersonal skills, staying current on industry trends and seeking professional growth.

In einer sich immer schneller verändernden Kommunikationsbranche zählt es zu den unerlässlichen Fähigkeiten, sich ständig fortzubilden und neue Entwicklungen zu antizipieren.

Au-delà des connaissances académiques, les capacités à écouter, comprendre et vulgariser sont essentielles. L’humilité et l’aptitude à saisir les besoins et à les traduire en actions de communication sont importantes. Un esprit d’analyse et une curiosité envers l’humain, ses comportements et sa façon de réagir font aussi partie des compétences. Évidemment, des connaissances techniques et la maîtrise des outils de performance sont incontournables. Tout comme la créativité.

Make sure that you know the business you’re working for inside out, so that you can have sensible conversations with your senior stakeholders. The more credible you are in understanding their priorities and challenges, the more responsibility and oversight you will be given. You can make a mistake. Take responsibility for it (and don’t make the same one twice). Don’t always be a taker. Help other people out, even if your contribution is not immediately visible.

Read constantly so you can be the most informed person in the room. Add value in every meeting and interaction with your clients and team. Be willing to leave your current organization if you aren’t continuing to learn and grow.

Wise words Mr. Townsend and that goes for all leadership roles, if your are looking for credit for being a team player then look for another role. Leaders lead because its part of the personality not part of the job spec.

Être à l’écoute de soi et des autres. Bâtir sur nos forces et sur ce qui nous démarque. Connaître nos points à améliorer nous permet d’apprendre et d’évoluer, mais ce sont nos forces (notre USP) qui nous amène à gravir des échelons. Démontrer son intérêt et foncer.

The thing that helped advance my career more than anything, was taking time to prioritize building a network and seeking mentors outside of my company. If you are not already, you will soon become the best at your job function at your company. However, by surrounding yourself with the best in the industry outside of your company, you’ll realize everyday, for your whole career just how much more you can learn.

Early on in your career, make sure you take on roles that give you exposure to the breadth of communications disciplines. A stint at a medium-sized enterprise, where commutations teams may be smaller but the need for comms is broader, may give you more opportunities to take on tasks that a more senior individual would have at a larger company. Volunteer for projects that stretch you and that make your career path varied.

These days companies hires communications specialists who are multi-skilled. These are folks who can write nice stories, edit content, take photos, digital marketing, and largely video production. You should also be conversant with PR tools. I hope that helps 🙂

This takes time, as every good skill does. And not all paths are the same. Your path may be shorter or longer than another’s. It’s a journey and it is a great one. Enjoy it.

In my opinion it is of great value to join a communication agency early in your career. You experience all PR and communication disciplines there and work in/for different industries. That gives you a good opportunity to find out where your passion lies. And you get to know the corporate world from the other side, which will be beneficial for your future efforts to steer/brief agencies once you‘ve switched sides.

To shine as a corporate communications specialist, you should see yourself as the company's most important storyteller. Your task? Captivate everyone from the boardroom to the break room with compelling narratives. You need to be able to switch between witty tweets and serious business reports. Don't overlook the power of casual conversations at the coffee machine. These informal conversations are often goldmines for insightful stories that show the human side of the company. Ultimately, success in corporate communications depends on your versatility in storytelling and your ability to turn everyday interactions into compelling stories.