Purpose-driven communication is hard: ‘There are no shortcuts’

Underlying the multiple, momentous challenges communicators have been grappling with for the past six months is the imperative to speak truth through storytelling to identity and amplify the very purpose of an organization.

This is hard work with few shortcuts, says Ayanna Robinson, chief client officer at Porter Novelli. Recently elevated to the post after 19 years at the agency, Robinson is charged with collaborating with her agency colleagues to guide clients on purpose-driven communications.

“Be present, but peek back to the past and answer for past mistakes. Do not settle for ‘communications lite’,” says Robinson. “There’s a lot of opportunity now to rethink our approach to communications.” That means, for Robinson, guiding your organization down a path of self-reflection and healing.

Brand leaders operating from a position of purpose will focus on the greater good, acknowledge past mistakes when it comes to diversity, equity and inclusion (DEI) and help the C-suite act on corporate commitments.  “It takes time to take measure of your past and follow through on your promises,” she says. “Most companies want to acknowledge those mistakes but sometimes don’t know how.”