Roundtable Roundup – Communications Execs

We recently hosted our inaugural Communications Executive Roundtable with our long-time partner Doug Anderson of DCA Live. Five communications leaders representing a broad range of industries – from commercial to B2G to nonprofit – joined us to discuss how they’re navigating today’s uncertain political and economic climate.

Here are the key themes from our conversation:

Internal communications – flashbacks to COVID. All of the participants are responsible for employee communications as well as external stakeholder messaging. The overall sentiment from the group was one of caution and adaptation, with executives describing the situation as “planning without certainty” and likening it to the uncertainty experienced during the COVID-19 pandemic. Most are focusing on company culture and ensuring that their corporate values continue to inform their strategic decisions.

Evolving DEI messaging. One of the most prominent topics of the conversation was how companies are reevaluating their DEI initiatives and adjusting their messaging. Several participants have replaced the term “diversity” with language such as “broad” and “inclusive,” while still maintaining a commitment to their programs such as Employee Resource Groups. Others have removed DEI language from their websites altogether and have put ERGs on pause. As one participant said, “It’s not a question of right or wrong; it’s a question of the leadership team’s risk tolerance.”

These varying degrees of action reflect how companies are struggling to identify the most effective response.

Shifting paid media strategies. YouTube has become a key focus this year for several of the communications leaders, as they’ve noticed some TikTok users migrating to the channel. Micro-influencers are gaining traction as companies move away from the high-profile celebrities that once dominated influencer marketing strategies. Several attendees mentioned they are planning on testing podcast ads this year. Other growing platforms are also being considered, but companies must weigh their potential risks and rewards. For example, one participant’s marketing agency recommended advertising on Reddit, but she decided it presented too much risk to their brand.

Our roundtable discussion highlighted the complex landscape that communications leaders are currently navigating. The ability to manage uncertainty, respond quickly to change, and make informed decisions will continue to shape their roles. As a marketing executive said during our last CMO Roundtable, the “ability to have agility” is critical.