Anyone else confused by all the different types of “comms”?
Communications or comms is a function in an organization responsible for the sending and receiving of information. If there are words involved, it likely involves your comms team.
But let’s take a look at the different types of comms we’ll come across in an organization and the different audiences and purposes they serve.
💬 Strategic Comms (my personal favorite!) - This is when we need to mobilize our stakeholders so we can achieve our objectives. Strategic comms are for stakeholders (and there can be many) who need to align, engage and implement. This may looks like communications around product launches, change management and policy advocacy. Hinge has a great example here: https://lnkd.in/gubjXxHc
💬 Executive Comms - these are communications coming from an executive or executive team. Often the CEO, the executive communications are focused on clarity and positioning. We see this in Town Halls, Keynotes and Memos. Larry Fink’s annual chairman’s letter is a classic example: https://lnkd.in/g-JaFtw6
💬 Internal Comms - something we’re seeing grow in demand due to the increasing complexity of organizations. Internal Comms serve employees, cultivating culture and enabling coordination. This is any email, direct message, resource guide, or other organizational asset that is exclusively for people working within the org. This may look like company wide emails regarding new policies or pulse surveys. I like this example from T-mobile, https://lnkd.in/gvRFk6vH
💬 External Comms - this is where we see the most overlap with other functions such as marketing, investor relations or customer support. The key here is that the messaging is consistent across channels, especially when in response to an event. External comms is often overseen by public affairs leaders, with a focus on managing the reputation and status of the organization externally. One of my favorite examples of external comms done right is Oreo during the 2013 Super Bowl when there was a power outage: https://lnkd.in/gqn46cQU. External comms are very dynamic and responsive to current events.
A part of being a narrative strategist is designing communications across all needs. I love seeing how words can change attitudes, persuade skeptics, or deliver outcomes. Communications is not just about pretty words or disseminating information. It’s key to transforming imagination into reality.