The growing demand for communication services
We are hearing that communication teams are being asked to deliver more than ever. Everyone is being squeezed. Recruitment freezers are popping up across government, and budgets are tight (or non-existent).
Teams are increasingly expected to provide expertise across a broad spectrum of functions and be involved in more areas of the organisation. In addition to managing traditional media and overseeing channels, we are getting more involved in building organisational culture, community and stakeholder outreach, training and co-design.
The growing demand is not just about volume but also about capability. Communications teams are increasingly required to provide services they aren’t equipped to support or require new skills to deliver well.
The scope of work has expanded dramatically with less money and people. This shift places significant pressure on teams to deliver more with less. While this trust is rewarding, it is also exhausting.
If this is you, here are five things you need to start doing:
- Understand what you are delivering: How can you bid for more resources or additional training if you don’t know how much you are doing? Start by counting your outputs. This isn’t about tracking each staff member but collectively understanding what you deliver and where the demand comes from. It will help you understand how much you produce.
- Measurement and reporting: If you aren’t measuring the impact of your efforts, now is the time to start. These are your outcomes. Is where you are putting your effort worth it? Once you have collected the data, start sharing it across the organisation, both the good and the bad. If your data shows your efforts aren’t worthwhile, start having that conversation and stopping the low value work.
- Informal upskilling: You don’t have to spend a fortune to start upskilling your team or yourself. Keep it small, identify 1 or 2 new areas of capability you want your team to focus on. I know it feels like you don’t have time, but you can’t afford not to. As a team, have a “book club” where you read one new article or book and then discuss it at a team meeting. Watch a webinar together. Get a guest speaker into your next team meeting.
- Embrace technology for efficiency: The rapid evolution of technology continues to be a game-changer for communications teams. It’s scary, I know, but if we use technology to improve our efficiency, the right tools can significantly enhance our team’s effectiveness and efficiency.
We unashamedly use AI tools most days (more on that in a future blog). We use it to do the work that takes time out of our day for little value. Invest time in understanding how each tool works and how to use it to enhance rather than hinder productivity. - Start to say yes, but: You don’t always have to say yes. Sometimes, when you are asked to take on something new, try “Yes, but”.
“Yes, we would love to take on that new project, but as a result, we won’t be able to deliver x,y, z”.
It’s a negotiation, not a given that you just have to do more every time someone asks. You need data and evidence about how long something will take or what you can let go to have these conversations, but they are powerful. Don’t just accept additional responsibilities.
I know it sucks. There are never enough people and not enough money. But instead of complaining about it, let’s start looking at what we can control and where we can negotiate or influence—time to empower your team to control their work and priorities.