Industry leaders from Mastercard, Microsoft and more discuss future of comms

Industry leaders gathered Nov. 16 in New York City to celebrate Communications Week, this year highlighting the transforming role of comms leaders in their organizations.

After nearly two years of pandemic crisis, changing workplace dynamics and economic disruption, communicators have risen above mere messengers to become essential counselors. Their guidance has helped leaders navigate new workplace norms, address changing expectations on diversity, equity and inclusion (DE&I) and champion authentic communication.

But what does the future hold for the comms role?

Some industry leaders attempted to answer that question as part of a panel discussion led by Justin Joffe, Ragan’s director of strategic programming.

Amy Jaick, chief marketing and communications officer with Columbia Business School, highlighted the ways organizations were getting more comfortable letting others tell their story. Whether through employee advocacy or user-generated content from customers, many organizations are looking to engage a community of storytellers now—as opposed to telling their story to a captive audience.

“There is a shift towards allowing employees to tell their stories,” Jaick shared, “even encouraging it.”