Talk in terms of risk
If your senior management team or trustees are proving particularly difficult to persuade, you may need to change the terms of reference. Perhaps they haven’t thought about comms in the right context?
There can be no doubt that a lack of investment in comms puts the organisation at risk. Communications is what creates partnerships, drives service take-up, supports funding bids and fundraising efforts, ensures influence and motivates change in line with your organisational objectives. These things are the ultimate responsibility of SMTs and boards.
You need to help them think about comms in those terms. It’s also worth pointing out that anything could happen at any time to compromise, intimidate or pressure the organisation and a robust and integrated communications function is the first line of defence.