PageViews Monthly - Issue 1

PageViews Monthly is a public-facing newsletter for member teams and other communicators. To subscribe, click here.

Feb 15, 2024

PageViews is the bi-weekly newsletter for the Page Society’s Page and Page Up members — that is, the senior leaders, educators and experts at the forefront of the communications profession. We are now launching a version to share our insights and perspectives on the most impactful communications issues with professionals across all career levels, helping to improve business and society — a key element of Page’s Purpose. Expect deep thinking, actionable insights and fresh content from Page and our members. 

So, welcome to PageViews! We hope you enjoy reading. If you want to learn more about Page, click here.

Notes from the Open Forum

Page recently held its first Open Forum at which members discussed a range of topics, from geopolitical issues to board support to the (d)evolving media landscape. However, the topic that organically rose to the top was optimizing organizational structure.

The big takeaway — communications teams need to intentionally align themselves with generating  value for the organization. Ultimately, they need to be a value generator and move away from being viewed as a cost center. Although easier said than done, below are three member insights to help you align with the bottom line.

Know the company strategy…and how you fit in it

• Understand how the company is looking to grow the business, expand the markets and mitigate risks so you can maximize the ROI of your own role. Study the strategic plan to know what is expected from communications at a high level.
• With the increasing prominence of the role, communicators are finding themselves more involved in strategy than ever before, accentuating the need for real business acumen. If you don’t know how to read a P&L you may get left behind.

Set realistic expectations

• As one member remarked, “You cannot build a Rolls-Royce communications function on a Datsun budget.”
• Have frank conversations with your CCO about your specific deliverables and what roadblocks prevent you from executing on them.
• If your function is under-resourced, you need to prioritize value-add capabilities even more. Aligning with key internal stakeholders, and helping resolve their problems from a strategic level, is a good start.

Understand what is needed… and what isn’t

• Understanding the operating environment will help you understand why your department is structured and funded the way it is. Some companies need large government relations functions while others have a bigger need for media relations. There is no “cookie-cutter communications function.”
• As one member shared, “It is important to remember as a function that you are also defined by what you do NOT do.”
• In our perma-crisis environment, prioritization is key. Learn the difference between importance and urgency, and don’t let broader strategic goals flounder due to high-urgency/low-impact tasks.