Why a board need communication skills

av Tillasgården Kommunikation | okt 27, 2024 | Mixed pickles

Many supervisory boards are excellently staffed when it comes to finance, regulatory issues or strategic development. The situation is somewhat worse when you look for marketing expertise on many boards – and it becomes really difficult when communication expertise is required. But why is this competence, communication, also important for a board?

Here is an example in response. Boards are often drivers or close companions of change projects. These can be strategic reorientations towards new products or markets, changes in ownership structures or major technical projects such as the introduction of new hardware or software… The success of many change processes very often – and very strongly – depends on communication support. Communication is therefore a key factor and a supervisory board should have the expertise to understand the need for good communication and, above all, be able to judge whether a communication plan makes sense. I have seen many communication plans from management consultancies in my career – but in almost all cases these plans were nothing more than ticking boxes. Of course, you always find the usual measures in these communication plans, i.e., the information event for employees, regular announcements on the intranet and information letters to customers etc. But successful communication is more than just sending out information – especially if you want to change something. A board needs to understand how communication ”works” so that it really reaches its target groups and has an impact.

Another example is crisis communication. A board should ensure that a functioning and tested crisis communication plan is in place. Crisis communication is a fast-moving process; there is little time in a crisis to develop measures first. Social media has increased this speed even further. A supervisory board should:

• Have the crisis communication plan and the process presented to you in detail,
• insist that this process is practiced regularly,
• Take random samples, for example, to check whether all addresses are really available in an emergency when it comes to informing employees and customers quickly.

Supervisory board members should know the head of corporate communications personally. This is important in order to be able to assess whether the necessary competences are available. And to be able to organise their own communication. This is also an important protective factor for the board itself – but this requires the relevant expertise on the supervisory board itself.

(In Swedish)

I work as a freelance communications consultant in Leksand in Dalarna, Sweden. With thirty years of experience as a communications manager in Sweden, Germany, England and Luxembourg, I know how important it is to work pragmatically. Communication is a craft – and only sometimes an art. Crises have no opening hours and don’t just work Monday to Friday from 8am to 5pm. If you need help: 0046 70 735 1911 or kommunikation@tillasgarden.se. I promise fair billing and don’t need long-term contracts. I’m there when you need me!