The place of communicators in a company organization is an indication of how seriously that company takes the issue of communication. From this point of view, it will be seen that companies that include communication professionals on their executive boards have a great competitive advantage in managing the company’s “intangible values”, especially in managing the corporate brand. In a company organization, the CEO must be proficient enough to take off their “hat” to communicators when it comes to managing both written and verbal communications. However, if he does not receive guidance from the communication manager next to him about which timing periods, to which stakeholders, with what kind of content should be communicated, his superior ability can even cause a crisis.
Especially in matters such as crisis communication and internal communication performance, the company management will be able to find all the communication solutions it is looking for next to it.
On the other hand, the communication professionals who deserve this seat will continue to invest in their careers without a break in both their personal gains and the benefit of the institution they represent. It is obvious that the solidarity of these professionals with non-governmental and professional organizations and the fact that they produce projects for the benefit of the academic world and society will have high multiplier effects on company performance.
On the other hand, communication professionals should not forget that they are the “voice of stakeholders” in their executive boards. Stakeholders’ resolute views of practices and studies that they consider to be contrary to their culture and values will protect the company from developments that it will later face at costly costs due to its underwriting. Another point; communication professionals should stay away from practices such as greenwashing, advertorial, which contain ethical and moral problems. This and similar work may meet the expectations of the company in the course of life, but it remains a stain of reputation that does not lead communication professionals to careers.
(*) Business Life July 2022
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