Communicators are often regarded as the bridge between organisations and their stakeholders.
But is that enough?
To truly influence outcomes, communicators must aim to become trusted advisors to leadership. This role transcends tactical execution, requiring strategic insight, foresight, and a deep understanding of organisational goals.
Being a trusted advisor is not about being the loudest voice in the room but about being the most credible one. Leadership relies on advisors who bring clarity to complex issues, offer solutions rooted in evidence, and maintain a steady presence even in times of uncertainty. This level of trust is built over time but yields significant benefits for both the communicator and the organisation.
The question then becomes: why should communicators strive to be trusted advisors?
The answer lies in the impact we can make when our expertise shapes decisions at the highest levels, aligning communication strategies with organisational priorities for long-term success.
The Consequences of Poor Advice
When the communication function fails to provide strong, evidence-based, data-driven advice, the repercussions can ripple throughout the organisation. Leadership decisions made without input from skilled communicators often miss the mark, resulting in misaligned messaging, reputational risks, and disengaged stakeholders.
Without good advice, communication strategies become reactive rather than proactive. This limits their effectiveness, as opportunities to shape narratives or manage potential crises are lost. Moreover, it weakens the credibility of the communication function, relegating it to a transactional role rather than a strategic one.
Poor advice leads to missed opportunities to drive meaningful change. It’s not just about the immediate fallout—it’s about the long-term erosion of trust in the communication function.
Why is giving good advice the communicator’s responsibility?
As communicators, we have a responsibility to offer advice that supports leadership in achieving organisational goals.
This responsibility is rooted in our expertise in audience insights, messaging, and stakeholder engagement—areas critical to organisational success.
When we take ownership of this role, we position ourselves as indispensable contributors to the leadership team. This isn’t about asserting dominance or playing politics but about ensuring that communication strategies are aligned with broader organisational priorities.
Moreover, it is our duty to ensure that leaders understand the power of communication. By consistently demonstrating the value of well-crafted strategies, we reinforce the importance of our function and its impact on achieving long-term goals.
Becoming the Trusted Advisor to your organisation
Giving good advice is not enough. To make a lasting impact, we must become trusted advisors. This requires building relationships based on credibility, reliability, and an in-depth understanding of organisational needs.
One step we can take to achieve this is to actively listen. Understanding the priorities, concerns, and challenges of leadership allows us to tailor our advice in ways that resonate. Listening also demonstrates respect and builds rapport, laying the foundation for trust.
Becoming and continuing to be a trusted advisor is a journey, requiring us to consistently deliver value, communicate effectively, and act with integrity.
The Importance of Trust
Trust is the cornerstone of any successful team.
Without it, collaboration falters, and decision-making becomes fragmented. For communicators, trust enables open dialogue with leadership, ensuring that our advice is sought and valued.
Trust is not built overnight; it requires consistent effort and transparency. By being honest about challenges and presenting solutions with clarity, we demonstrate our commitment to organisational success.
Furthermore, trust fosters a positive team culture where ideas can be shared freely. This openness enhances the quality of communication strategies, driving better outcomes for all stakeholders involved.
Next Steps to Solidify Your Trusted Advisor Role
The goal of becoming a trusted advisor is to influence decision-making at the highest level. This involves providing excellent advice and also ensuring that communication strategies are integral to the organisation’s success.
To move forward on this objective, here are three steps to take in the next 90 days:
- Schedule regular check-ins with leadership to understand their evolving priorities and concerns.
- Develop a data-driven approach to demonstrate the impact of your advice on organisational outcomes.
- Seek feedback on your communication strategies to refine your approach and build stronger relationships.
Becoming a trusted advisor is not just an aspiration—it’s a necessity for communicators aiming to make a lasting impact. By embracing this role, we can influence decisions, shape strategies, and contribute to the long-term success of our organisations.
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Join the Guild of Communicators at www.gocommunicators.com.
The Guild of Communicators (Go Communicators) stands as the preferred community for communicators seeking to elevate their craft. Through our Academy of Excellence, we provide best-in-class frameworks, fit-for-purpose resources, and opportunities that support members in achieving professional excellence.
We provide the following resources, tools and opportunities to members:
- Best-in-Class Resources: We provide our members with access to frameworks, playbooks and tools that empower them to achieve and maintain professional excellence.
- Continuous Learning and Growth: Through our comprehensive training programmes, workshops, delivered digitally, 24/7 and in-person, we support the ongoing professional development of communicators.
- A Supportive Network: GOC fosters a vibrant community where communicators can connect, collaborate, and support each other, creating a network that champions mutual growth and success.
- Shared Knowledge and Expertise: Our members benefit from the collective wisdom and experience of a diverse group of communication professionals, enhancing their skills and perspectives.
Go Communicators is dedicated to amplifying the impact and value that communicators bring to their organisations, highlighting their crucial role in driving success and growth.
We equip our members with the strategies and tools needed to become influential leaders and business partners within their organisations, enhancing their ability to drive positive change and outcomes.
Through our support and resources, communicators can demonstrate clear, measurable outcomes that showcase their value and impact, reinforcing their importance to their organisations.
Join the Guild of Communicators at www.gocommunicators.com
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