What in-house comms pros in Brussels orgs do exactly?

In the strategic corridors of Brussels, where policymaking meets global impact, the role of in-house communicators often goes misunderstood. To some outside our team, our contributions are confined to mere social media management or clerical document handling—yes, including those Excel task docs (that are really templates)—this is a far cry from our true function. #ICantBelieveIStillNeedToWriteThisStuffAboutComms

Clearly, there remains an urgent need to articulate the comprehensive role our in-house team plays. The well-intentioned policy crowd must recognise that some of the tasks traditionally assigned to communications teams are outdated. We need to appreciate the fresh perspectives and skills that these emerging communicators bring. Their grasp of engagement and influence extends far beyond our traditional methods, offering fresh, simplistic ways to advance our organisational goals.

We craft the strategy from the inside out

Don’t let anyone tell you otherwise. In-house communicators are first and foremost strategic partners. You're not afterthoughts or mere executors of comms tactics conceived by your well-meaning but unskilled colleagues; you're integral to devising and implementing communication strategies that align with our organisation's overall objectives. Each message you craft is a deliberate step towards meaningful engagement and influence, not just background noise or push communications.

We are ardent explorers of our audience’s hurdles

More than just attendees in strategy meetings, you are the architects of communication strategies that center on our audience's needs and challenges. You are ardent believers that our audience cares more about their problems than what we want to say to them now. By tailoring our messages to resonate on multiple levels, you ensure our communications are not only heard but genuinely felt and acted upon.

We come equipped with deep understanding of tools and tactics

An in-house comms team’s command over reasons to use digital, social, and creative tools is well throughout (distinguishing your organisation, engagement and more). You leverage these resources to amplify our visibility and impact. From digital content that clarifies complex policy issues to creative campaigns that capture the public's imagination, your efforts are essential in making our organisations or our causes stand out in a crowded field.

We bridge the expertise gap

One of the significant challenges in any specialised field is communicating complex ideas in simple terms. In-house communicators excel at making complex regulatory, scientific, or policy ideas accessible and relevant to all stakeholders, not just experts. This skill is invaluable for moving beyond the expert's headspace so that we can ensure that our advocacy is effective and inclusive.

We believe in the power of conversation

Communication is about dialogue, not monologue. You excel at turning each communication opportunity into a conversation, enhancing both internal alignment and external engagement. This approach not only breaks down barriers within teams but also fosters clearer understanding and stronger relationships with our audience.

Last but not least, we love to educate and influence internally

Perhaps less visible but equally important is our role in internal communications. We educate and align our internal stakeholders — from executives to entry-level employees — ensuring that everyone is on message and advocating in unison. We remain open to feedback on how our messages are received internally. These internal touch points are not just about alignment for external success but to ensure that our message is one that we can all stand for.

I want each of you to recognise the importance of your comms prowess. You are not simply fulfilling tasks; you are essential drivers of our strategic objectives. Your ability to anticipate needs, mitigate risks, and seize opportunities complements and elevates our collective efforts. Your roles are as expansive as they are crucial. Your comms leaders are here to support you, learn from you, and celebrate the significant impact you have on our work and our success.

You are part of a larger narrative, one that drives forward the strategic objectives of our organisation in the bustling European capital. You are much more the tasks you are pigeonholed into.

A series of posts on #ICantBelieveIStillNeedToWriteThisStuffAboutComms

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