Five Communications Resolutions Companies Should Make For 2015 | FTI Consulting

Five Communications Resolutions Companies Should Make For 2015


Erica Pettit, Managing Director and Head of Middle East Corporate Communications at FTI Consulting, provides five resolutions for companies’ communication programmes in 2015.

Strategic Communications

January 28, 2015

runner at starting line

Now that you may be easing up on any personal resolutions set at the start of the year, it is a good time to consider these resolutions for your corporate communications program. As the world contends with challenges and opportunities of the lower cost of oil, GCC countries continue to demonstrate resilience. Despite this, it will be important to ensure that companies have the right plan in place to communicate their successes – as well as any changes if conditions deteriorate. Erica Pettit, Managing Director and Head of Middle East Corporate Communications at FTI Consulting, provides five resolutions for companies’ communication programmes in 2015.

1. Check your foundation still matches your end goals.

As with any ongoing activity, sometimes we forget to stop and check that we are still using the right ‘map’ – this is especially true when we feel like we are moving. Any movement is okay if your New Year’s resolution is exercising but forward movement is what is actually important for accomplishing a business goal. so confirm that your foundation is still appropriate for your desired outcomes – your programme objectives still align with your organisation’s strategies and objectives, your audiences are still prioritized appropriately and their interests and behaviours are still identified correctly. If you were starting your communication programme today, would you still be doing the same things? Essentially, have you created a unique, impactful platform to protect and enhance the company’s enterprise value?

2. Focus on what your audience is most interested in.

While you are probably very interested in what your own company has achieved, audiences want to know how your company can be beneficial to them. Your customers will want to learn a lot more about your company’s creative solution for their industry’s biggest issue than they do about your company’s historical timeline. Your partners in government are more interested in how you will create 20% more jobs in their country this year than about initiatives in other markets that have no impact on their homeland. And when communicating to your employees, they certainly are most interested to hear about the direct effect a change in the company’s strategy will have on them today rather than what it will mean for other stakeholders in 10 years. Check that your key messaging focuses on what your audience is most interested in.


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About the Authors

John Hobday

Senior Managing Director, Head of Strategic Communications, Middle East

Erica Pettit

Managing Director