Aisha Cuthbert is Deputy Director of Conservatives in Communications and Head of Communications at a large housing association 

2020 was a peculiar yet interesting year for most sectors, not least for those people working in communications. For those, like me, who work in-house, there were many ups and downs. However, whatever function you provide, working as part of a team has been essential to getting through and beyond this challenging period. I look forward to meeting up with my colleagues in-person soon.

More than ever, internal communications colleagues needed to be aligned to what customer communications and public relations teams were pushing out externally. For those of us supporting industries where regulatory changes are part of the course – such as those triggered in response to Brexit, Covid-19 and the flagging economy – we needed to be up to speed and ready to tailor messages for our various audiences.

Looking ahead, what does 2021 have in-store? Here are some of my hunches.

1. Public affairs/ public policy remains critical, top priority for organisations 

With our changing world and regulations new policies will no doubt be announced and implemented quickly. Industries need to follow these developments closely and ensure that their voices are heard by the decision-makers. Those that rely on government grants or subsidies – of which there are limited public funds and resources to go round – will find themselves competing in ever-crowded markets. The smart organisations will continue to prioritise public affairs to ensure that their voice is heard.

2. Timely and compelling stakeholder communications will remain key

During times of economic uncertainty, consumers and partners will be sticking with brands that they trust and can rely on. Good customer service and clear communications is essential to this, regardless of whether you work in a B2B, B2C or B2G industry.

3. Internal communications continues to take on greater importance

Keeping your staff motivated and dedicated to providing excellent customer service will be essential in 2021. Economic uncertainty, redundancies and an ever-changing world will make that task more difficult. Internal communications professionals will need to empower line managers, giving them the tools they need to keep their teams motivated. Everything should be connected – clear message alignment with your core mission will be paramount.

Whatever 2021 brings, 2020 has had a dramatic effect on communications and the professionals that work within it. The last 12 months have demonstrated to senior leaders just how important communications is. Those with strong in-house teams are valuable because they understand the organisation’s culture, current themes, feelings and can tackle problems with persuasive and imaginative communications. Communications professionals are now seen as an essential part of forward-thinking organisations who want to survive and thrive in the years to come.

If you have ideas for the group or would like to get involved, please email us.

This piece was written for this website.

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