3 execs on the changing role of communicators

Communicators are evolving into strategic and trusted advisors, with executives relying on them more often for guidance and feedback.

“CEOs more than anything are looking to one leader on their leadership teams to help them manage through the big societal issues, engage stakeholders both internal and external for their organizations, and really be able to be the conscience of the organization,” said Bradley Akubuiro, partner at Bully Pulpit Interactive.

Akubuiro led a panel with three communicators to discuss the evolving role at Ragan’s Internal Communications Conference 2024.

The lineup includes Andrea Whitney, chief communications and impact officer at Yum! Brands Inc., Linda Mills, chief communications officer at Clorox Company, and Samantha Roth, VP of communications at National Football League.

Be a trusted advisor

So often, comms pros are responsible for working with the C-suite to navigate crises and maintain brand reputation.

“I feel like as we look to the future, being more strategists as opposed to being publicists is something that’s going to be critical,” Roth said. “I think it’s going to be a major need in the C-suite and for leadership to look at us to really offer guidance and counsel beyond just telling them what they want to hear, but really what’s right.”.