As communication experts, it is essential to link their work to the company’s KPIs. By understanding these metrics, communicators can connect their efforts to business objectives rather than creating content in a reactive manner. According to Julie Baron from RCG, shifting from a communications professional to a business partner is crucial for enhancing business acumen and aligning communications with organizational goals.
To achieve this, Baron provided tips for improving knowledge and collaboration with business partners and clients. Experts should be able to answer important questions about the company, such as revenue generation areas, stock price, industry status, and business priorities. If communicators struggle with answering these questions, Baron suggests conducting research and attending meetings to improve their knowledge base.
By gaining a deeper understanding of the organization’s function, communicators can create content that better represents its purpose. To access the full story and other archived content, readers can log in as Ragan Insider members or sign up for membership if they are not already members.
