17 May, 2011
For the past few months we’ve been working with the CIPR’s Fifth Estate group to find out whether charities value communications as a function, and whether comms professionals feel that their management teams and colleagues are listening to them. We published our findings yesterday evening.
The ‘Get Heard’ report, to which over 120 comms professionals contributed, highlights some great individuals who have worked hard to earn respect and understanding by demonstrating how their work makes all the difference to fundraising, campaigning and business development.
But it also includes too many examples of charities that are failing to recognise the value their communications team brings and as a result are making decisions without understanding the reputational implications.
Communications is about listening and engaging. An organisation which respects the communities it serves and understands the importance of good relationships with stakeholders, is a healthy, honest organisation, grounded in reality. Which means it is well positioned to secure maximum funding, increase levels of support, influence real change and benefit more people.
Within a struggling economy, it is hard to remain open and communicative. But it is even more vital. Over the next few years, charities will need to be more effective and efficient than ever. This will only happen if senior managers and communications teams listen to each other and work together, strategically and creatively.