What makes a good Communications Director?
I was asked the other day - what makes a good Director of Communications?
Having held senior communication roles in a range of industries – including law enforcement defence, finance and infrastructure; and across government, private and not-for-profit sectors – the answer can, arguably, be distilled into six key elements.
1. Strategic Vision and Planning
A Communications Director must have the ability to develop and execute comprehensive communication strategies that align with organisational goals and objectives. This includes:
They need to be able to craft a narrative that resonates with various stakeholders, to ensure consistent and effective messaging across all channels - internal, external, social, digital, press, marketing and engagement.
2. Leadership and Team Management
Effective leadership is crucial for guiding and inspiring a communications team. A good Communications Director needs to demonstrate
strong leadership skills, including the ability to empower and motivate team members, delegate tasks effectively, and foster a collaborative and inclusive work environment.
This individual should also possess the capacity to manage crises, make quick decisions, and navigate complex situations.
3. Crisis Management and Reputation Protection
Handling crises and managing an organisation's reputation are critical responsibilities. A Communications Director needs to be good at:
This involves not only immediate response strategies but also long-term reputation management to mitigate risks and protect their organisation's image.
4. Media and Stakeholder Engagement
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Building and maintaining strong relationships with the media and other key stakeholders is essential. An effective Communications Director should be:
They need to engage effectively with various stakeholders, including employees, customers, investors and the public, and ensure open transparent communication.
5. Global Perspective and Cultural Sensitivity
In today’s interconnected and globalised world, having an international perspective and cultural sensitivity is increasingly important. A Communications Director should be:
aware of global trends and capable of tailoring messages to diverse audiences
This includes understanding cultural nuances and being able to communicate effectively across different regions and languages, particularly important for multinational organisations - private, public or not-for-profit.
6. Digital Savvy and Adaptability
The digital landscape is constantly evolving - a Communications Director must stay current with the latest technologies and digital communication trends. This includes proficiency in social media management, digital marketing, and data analytics.
Being digitally savvy enables:
Adaptability is also key, given a Communications Director needs to adjust their strategies in response to new challenges and opportunities in the digital space.
Conclusion
If you're looking to hire a Communications Director or you are looking to transition into such a role, make sure you cover off on these six elements. Combined, they will create some one who is
strategic, adaptable, and capable
and can lead an organisation's communication efforts with competence and foresight.
Managing Director, Top Centre Communications
4moA terrific summary JT. It captures your career to date perfectly and provides a great blueprint, particularly for anyone looking to transition from journalist (or any other role for that matter) to effective corporate communicator.
Executive leader, corporate affairs advisor, mentor and Board Trustee.
4moGreat article! I'd add the ability to speak truth to power. Valued communications professionals need to build trust with those senior leaders with whom they work, so that the difficult conversations are heard and assessed with the same respect as the positive milestones.
Communications Strategy, Sustainability, Advocacy, Thought Leadership
4moI love that you start with vision and a strategic mindset. Far too many senior communicators are still overly focused on tactics! Great summary.
Media and Communications Professional
4moThis was a really great summary John! Thank you for providing it. I would add tenacity and resilience somewhere. I find team members sometimes get anxious or stressed when a crisis emerges (particularly when it’s from a potentially positive media angle that went south). I remain calm, and move it from the discipline of proactive media to crisis communications practice. We can’t undo what has happened, so we have to shift to crisis communications and calmly make the best of a bad situation. I am interested how you would explain this skill?
Media specialist
4moGreat article John, some interesting insights.