Pocket Change: Turning communications strategy inside out
Last week, I sat in a room full of senior communications leaders for large organizations who were trying to make sense of what it means to lead in a world where everything feels like it’s on fire. The conversation was rich, urgent, and focused on how the Chief Communications Officer role is currently at the center of the storm, helping organizations navigate complexity, shape strategy, and build trust in real time.
But there was also an overall sense that many large companies still don’t appreciate the strategic role communications leaders play, and see messaging as an afterthought while strategy decisions are being made elsewhere. That is a mistake.
In a world where reality shifts by the hour, and public perception moves faster than truth, organizations can’t afford to have siloed communications functions. Brand marketing, PR, corporate affairs, employee engagement—these can’t be treated as separate lanes anymore. They have to move together. Anything less creates friction, mixed signals, and costly hesitation.
Integrating communications isn’t just about consistency; it’s about responsiveness. Building a communications operating system that senses opportunities and potential challenges early, shares insights widely, and empowers teams to pivot fast—externally and internally—creates strategic advantage. Because the story you tell the world should be in lock step with the story you tell your own people.
18 Coffees has been working with our clients to develop a functional model for integrating communications, and as part of that work, we’ve been doing research into where and how integrated models are working. What we’re finding is that the companies that are thriving through disruption aren’t the ones that get every message perfect. They’re the ones who have built deep trust through messaging that is honest, fast, and deeply authentic to the organization.
If we want to move at the speed of change, we need communications teams that are nimble, integrated by design, and empowered by leadership to make fast decisions. That starts with giving the communications office, however it is designed in your organization, a seat at the decision-making table—not just for messaging, but for shaping the business.
The world’s not going to stop being chaotic any time soon. But the way we communicate through that chaos can either reinforce confusion, or create clarity and room to operate.
— Caleb
Take the next step:
Hire 18 Coffees for a training workshop on effective communication.
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