Communicators deserve their seat at the table – Kliping Slovenia

Slovenian communications community feels that the corona crisis will change the communications industry for the better, according to the participants of a virtual event organized by Kliping (member of Newton Media Group). Insights from Slovenian communicators were complemented by a global overview provided by AMEC Global Managing Director Johna Burke. According to Johna, during corona crisis, communicators have proven that they reserve »the seat at the table«, and using the data, evaluating their work and measuring the results can help them sustain this momentum.

At the event the participants (communications professionals in Slovenian organizations) shared their views on how corona crisis will change the communications industry. The majority had a very positive outlook, saying the corona crisis is the opportunity for the change for the better. The biggest changes will be the digitalization, but also better clarity, and more focus on personal relations. As Johna Burke pointed out, if the same question would be given to communications professionals worldwide, the reactions would be similar. In addition to being agile, and prepared for lifelong learning, which Slovenian participants said would help them deal with all the novelties, Johna focused on the importance of being able to prove the value of communications with measurement and data. Having this insight helps communicators lead more meaningful discussions with their management and making better decisions.

With the corona crisis, the role of communications in organizations changes as well, said Johna Burke. There will be less siloes, and greater need to incorporate various functions and professionals across the organizations into communications activities. Communicators need to start using all data that is available, from different sources within and outside their organization, such as CRM or call center data.

One of the topics discussed at the event was FOFO (fear of finding out). As Johna Burke said, even more relevant than FOFO is FOFU (fear of fowling up)… To overcome it, communicators can be inspired by successful managers who got where they are mostly by learning from their past mistakes, and making incremental improvements based on the insights and constant evaluation of their companies’ performance, Johna also said.