In my time working in both agencies and corporate PR teams, I learned one thing very quickly: communicators were often brought in too late.
Leadership would make decisions and then expect us to “get the word out.” The assumption? That good communication was just about finding the right words.
But effective communication is much more than just wordsmithing. Today’s best leaders understand the value of their communications team, but many still overlook the hidden roles they play.
Beyond creating content or developing messages, they have many hidden roles that can’t be found in their job descriptions. Or their performance reviews.
Here are three of them:
Translator
Communicators bridge the gap between corporate speak andreal understanding. They:
- Turn jargon into language people actually use.
- Transform technical details into meaningful insights.
- Sift through endless information to uncover the stories that truly matter.
Protector
They ensure that messaging doesn’t just reach people, but that it resonates. That means:
- Shielding audiences from overload and confusion.
- Protecting the organization from the fallout of poorly handled communication.
- Protecting the company’s brand and reputation by fostering clarity and building trust.
Empathizer
Too many companies view communications as a meant to get information from them to the audience. But communication is a two-way street, and communicators:
- Help leaders connect with their audience on adeeper level.
- Ensure messages aren’t just sent, but received and understood.
- Advocate for the audience, bringing their perspectives back to leadership.
Why is this important?
If you work in communications, you should make people aware of the value you bring. Both inside and outside of your company.
If you lead a company or an organization, you should be aware of how important your communications team really is.
What am I missing? What other hidden roles do communicators play?