Jessica Payne

Talking effectively about systems and system change is tricky. This short article sums up a key dilemma (overemphasizing individual choices vs. creating fatalism about systems), and outlines a path forward: "By being careful about *how* we present systems, we can guard against fatalistic interpretations and advance a constructive understanding of systems as under the control of people and therefore able and open to change." 

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Trends come and go but the fundamentals of successful internal communications stay pretty consistent over time. Are there other best practices or must-haves that you'd add to this list? #InternalCommunications #EmployeeCommunications #2025Trends

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Here's added support for the claim that comms pros are taking their rightful seat at the "strategy" table. Why? Because brand building and reputation management are strategic pillars for businesses. Memo's new "Evolving Role of Comms" report shows: 💡 A 34% increase in comms teams reporting directly to CEOs. 💡 A 26% decrease in reporting to marketing since 2023. 💡 An expanding role for comms, beyond earned media. 50% say they now own executive comms, internal comms, and marketing campaigns. CEOs experienced the value of comms during the pandemic and other challenging events of the early 2020s. These data suggest the C-suite is taking a serious look at a range of reputational risks, including: 🚨 Misinformation and disinformation due to AI. 🚨 Cybercrime, cybersecurity, and customer privacy. 🚨 Activist investors, including those pushing back against ESG policies. 🚨 Macroeconomic uncertainty, geopolitical, and climate events. The report also underscores the power that comes from: ⚡ Sharing executive perspectives to promote understanding of corporate values and ethics. ⚡ Having an aligned workforce. Empowered employees are your best advocates. The most interesting tension in this report is the question of priorities. Gaining competitive share-of-voice (SOV), raising awareness, and amplifying key messages top the to-do list more frequently than, say, managing disinformation or changing perceptions. It's a tightly-knit group of priorities, however. And that speaks to the complexities of modern communications. Comms folks drive clarity about purpose and values. They also understand the importance of closing the gaps between corporate stories and actions. Shout out to the comms folks out there who are claiming more space. Check out the full report in the link below. #Comms #PR #StrategicCommunications

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Communicators — are you feeling overwhelmed by all the new technology we’re being challenged to adopt? You’re not alone. AI is forever changing the world of work, and I believe internal communicators have a central role to play in that transformation. What are you doing to help your organizations embrace AI? Let’s share our strategies and learn from each other! #AI #InternalCommunications #Innovation #Leadership #TechAtWork

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Ensuring that we’re all talking about the same thing - that we all understand the meaning of the words we use - as communicators will be critical if we’re to deliver improved effectiveness in 2025. Over the past few years, I’ve been looking to develop a standard set of functional definitions (what the purpose of things like public relations, marketing, publicity, brand, influence, etc… are) to ensure that we are clear about the disciplines and their role in helping businesses achieve specific commercial outcomes.

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As a communications leader who works strategically, I’m not scared that AI will take my job (at least, not yet). What I am scared about is AI taking lower-level communications jobs, depriving the Communications field of the next-generation of leaders. My own experiences with AI have not been great. 👎 It has its own distinct voice, which isn’t good for conforming to brand guidelines or writing for a leader. 👎 It often doesn’t know nuance or gets things wrong. 👎 It usually requires so much rework from the first draft that it’d be faster, more effective and productive for me to just do all the work myself. But the public perception is that AI is a great tool for lower-level tasks, typically done by Coordinator- and Specialist-level Comms people. Which can lead to layoffs and cutbacks at that position. And AI is projected to improve exponentially. If we don’t bring in Comms people at the beginning of their careers and give them the opportunity to learn the nuts and bolts of our profession before teaching and mentoring them how to be higher-level Comms pros, our talent pipeline for future Comms leaders collapses. Today’s Communications Specialist is tomorrow’s Communications Manager is next week’s VP of Communications. We need to secure and invest in the future of our profession.

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My early takeaway from PRSA Oregon #CommCon2024 is that the public is facing a real trust issue when it comes to innovations like AI and other emerging tech (and in general). Which raises the question: how do we address the trust crisis in a way that is both authentic and effective? #communications #publicrelations

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The PR/Communications playing field is constantly evolving but these past few years have felt as if change has come at an accelerated rate. Especially in healthcare. I was curious as to what my colleagues in Communications, Engagement & Change at IWK Health were looking forward to (or dreading) in 2025. Becky Chapman, specialist, is interested in seeing what new ways we can use analytics and digital tools to better engage with those that aren’t desk-based. “The majority of our work force do much of their work away from computers so we need to make sure we’re talking to them in ways they can receive. We’ve talked about ways to communicate more through mobile and I think there’s a real opportunity there!” Kate Evely, specialist, is excited to share more progress updates about the new IWK Emergency Department as the project hits exciting milestones this year. “I’m also looking forward to improving IWK’s town hall meetings so that they better serve staff in an engaging and informative way.” “I think this year is going to be big for in-person communication and events, especially in healthcare. 2025 could re-introduce the pre-pandemic desire to communicate face-to-face and host more events in-person.” Kristen Lipscombe, senior advisor is planning on continuing to foster new relationships. “Over the past year or so, I’ve been learning from communicators who are newer to the industry, with their new perspectives, valuable insights and impressive talents using newer technology, so I look forward to continuing my growth in areas that are “new to me.” Terri Fraser, director, is foreseeing more real engagement and two-way communication. “A toll has been taken on this area since the pandemic and I think it’s foundational to any strong communication strategy. Throughout my career the projects that have been the most rewarding and successful were built on listening, trust and fostering relationships with audiences and partners.” Carole Bell, executive assistant, is anticipating supporting the team in working smarter, not harder. “I’m also excited to keep growing in my role and contributing to meaningful projects that make a real impact.” Darius Graff, digital and creative design, is interested in seeing how Google AI search results develop and whether we can control or affect it by tweaking website content etc. and how that can be monitored and measured. Darrian Thorne, senior advisor is looking forward to seeing more innovation and creative ideas from a communications perspective. “Achieving this will require continued collaboration and a shared commitment to making a difference through impactful messaging and meaningful support for families.” Andrea Slaney media relations specialist laments a dwindling media presence. “The media market will continue to decrease to the detriment of those wanting to get accurate health information out to the public and those relying on that precious resource.”

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Apologies in advance to all the Eds out there! Great takeaways here on the importance of change sponsors to any organizational transformation or change management effort from our own Katie Blixt! Getting buy-in and advocacy from the right type of sponsor is critical, as even a well-meaning leader who doesn't understand that key role can be a net negative to your transformation. #DontBeAnEd #ChangeManagement

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WHEN TELLING YOUR STAKEHOLDERS TO "F*** OFF" IS THE BEST COMMUNICATIONS STRATEGY Communications strategies usually seek to win stakeholders who support you while avoiding riling up those who don’t like you. Sometimes, that might be the exact wrong approach. Here's how I learned the lesson: Jack London retained me in 1991 to help with the investor relations program of CACI, a defense contractor based in Arlington, VA. As Chairman/CEO, he was confronting a storm of existential challenges: The Company’s P&L was lackluster ... the stock was trading in single digits, with no analytical or institutional investor interest ... dissident shareholders were waging a proxy fight to take control of the Company. The cherry on top: not many people actually liked Jack. Many who met him (especially investors) did not like the strong dose of self-confidence he possessed, likely from serving as a Navy helicopter pilot in Viet Nam, earning a PhD, and rising through the ranks at CACI.   But investors started to become interested in CACI because although they did not like the thin margins of government business, they saw CACI competitors winning big contracts with higher margins from private sector customers. Jack firmly believed it would be a mistake to transform CACI from a company that responded to RFPs to one that would go after private sector business requiring a more aggressive marketing-oriented culture. Nevertheless, investor pressure for CACI to go after private sector business was unrelenting.  And they wanted London to announce the strategy change during a presentation he was scheduled to make at The New York Society of Financial Analysts, where a company could acquire (or lose) investor support based on their reaction to the Company's pitch. There was no way London was going to let investors dictate his strategy for the Company. So, as he began his presentation, he said:  "A lot of you are here today to learn about how we will go after private sector business, which you guys love. But I'm going to tell you the reasons why we will stay focused on the government market that we love." And then he did the unthinkable. He said: "I'm going to pause now and give those of you who want to hear about a strategy we will not pursue to leave so you don't have to listen to a strategy that doesn't interest you." At that, about half (maybe more) of the audience stood up and left. Then Jack made his pitch to the investors who remained. He explained the business reasons for CACI to stay the course. Investors heard a rational plan presented by a leader who was much stronger than investors gave him credit for. The result: a small group of investors who bought into his vision. At the time, CACI revenues were measured in the tens of millions; today revenues exceed $6.5 billion. Then, shares were trading at about $3.00. Today, they sell at about $450.00. I wonder what would have happened if Jack London didn't adopt the "F*** Off" PR strategy.

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Comms Pros know - more than most - words matter. But sometimes, we use language that undermines our value. In-house stakeholders aren’t “clients.”  → We’re shoulder-to-shoulder partners. P&L centers shouldn't be called “The Business.”  → We're part of the business, not a subordinate function. Reinforcing an "us'" and "them" mindset is a disservice: It positions us as a less strategic function and makes us less effective. Ultimately, our job is to protect & promote brands and reputations. - Our roles are critical. - Our opinions are essential  - Our voices / expertise truly matter. We're Strategic Partners, not Service Providers.

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"My most important work will become another faceless project passed off from one blasé employee to the next." I used to think that about service providers, too. Until I started spending time with other science communicators -- academics who now use word, video, art, or any other media to convey the all-important ideas of their peers. Suddenly, you see the passion and the humanity behind their humble website. You see the lucrative job they gave up to work in climate. The long hours they pull to help that underfunded client. The extra mile of learning to use Photoshop or serving on the advisory board. And from the inside, the commitment and skill of my teammates at Written Progress can't be ignored. Strong women from all over the globe who, despite whatever self-doubt they might feel and whatever impossible deadlines clients might propose, strive ever further to do our very best together. Maybe that's why so many clients become friends, familiar faces that we chat with on the weekend over coffee. The word "client" doesn't quite fit anymore. Together, we write the future.

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#journorequest I'm working on a 2025 predictions story on advancements in health equity & DEI. What new initiatives, innovations or policies are expected? 👉 Looking to speak with academics, health system execs, investors, regulators, consultants

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As we approach the new year, many communicators find themselves in a time-poor environment, struggling to dedicate the necessary resources for thorough research and planning when putting together their content calendar strategy for 2025. This limitation can lead to rushed decisions and missed opportunities for meaningful engagement. A well-structured content calendar is essential for aligning your messaging with your strategic goals and audience needs. Failing to plan effectively can result in reactive content creation, leading to burnout and inconsistent branding. Start by setting clear objectives for 2025. Identify key themes, campaigns, and audience touchpoints that align with your organisation’s goals. Conduct a content audit to assess what has worked well in the past, then use these insights to inform your strategy moving forward. Incorporate a mix of content types—blogs, videos, social media posts, and newsletters—to cater to diverse audience preferences. Don’t forget to factor in important dates, events, and industry trends that can provide timely content opportunities. Build flexibility into your calendar to accommodate emerging topics and audience feedback. By taking a proactive and strategic approach, you can create a content calendar that engages your audience and drives your business goals forward. What are your top tips for creating a successful content calendar strategy? Let’s share ideas! Need more help? Enhance your skills with the Guild of Communicators (GOC) at https://buff.ly/4eKMfP1 . GOC provides high quality resources, extensive training, and a supportive network for communicators striving for excellence. Joining GOC connects you with peers, offers valuable insights, and boosts your ability to drive results in your organisation, solidifying your role as a key business partner in areas such as strategy, sales, product and marketing. Follow us on LinkedIn to receive our weekly newsletter, where we share insights and opinions from a communicator’s perspective. #guildofcommunicators #GOC #gocommunicators #strategiccommunications #publicrelations #PR #marcomms #marketingcommunications #communication #levelup #training #upskilling #lifelonglearning #prstrategy #brandstrategy #marketingstrategy #leadership #storytelling #narrative #branding #stakeholderengagement #stakeholdermanagement #projectmanagement #marketing #crisiscommunications #issuesmanagement #marketingtips #prtips #SMEtips #startuptips

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A Head of Comms who understands revenue, retention and growth goals creates better strategies with impact. CBOs and Comms leads can do this together: They need to more urgently address this internally and build that connection for better results. A comms department is not a tactical shop or the end of an assembly line managing press releases and storytelling. The best comms pros are woven into the senior leadership team and can equally articulate the business priorities because they’re already aligning their strategies with the overarching goals of the org. But if that’s all they’ve been pushed to be, shown up as or been seen as, that change isn’t happening overnight. It takes both parties and leading with solutions in mind. The biggest eye opener for me? Starting to learn how to connect communications objectives with measurable business outcomes. Then outlining how I could help. I needed to be able to showcase how the strategies in place are laddering up and skipping the vanity metrics: whether that’s having the comms plan to drive sponsorship value, fan engagement or brand loyalty. That’s when I believe I stopped being seen as “support” and started being seen as a key business partner. Teams whose Head of Comms aren’t having strategic conversations with the CBO or other business leaders are most certainly going to continue to see expensive opportunities being left on the table in 2025.

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What does #GAAD mean for Science Communication and Engagement folks? It's Global Accessibility Awareness Day and the focus is on digital accessibility. More and more, #SciComm is happening digitally or has a digital component. This includes social media post about STEM topics, videos or podcasts, and online registration forms for events. There are many simple steps you can take to make your digital efforts more accessible. Check out the resources I compiled for the Alda Center for Communicating Science specifically for science communicators! We all have a part to play in accessibility. https://lnkd.in/edBs-GzA #Accessibility #A11y #SciAccessibility. ~~~~~~~~~~~~~~~ 👋 Hi! I'm Sara Kobilka, Renaissance Woman! I'm here to give you permission to reject feeling boxed in. Instead, I challenge you to explore your multitudes and embrace your intersecting identities. 🐝 Follow #CrossPollinating to find my posts bringing impactful ideas across industries and pop the social media bubble the algorithm tries to trap you in.

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Thanks for your insight here, Megan. I completely agree. Branding helps us convey abstract ideas and allows us to communicate the why behind the science. Visual and written ideas work in concert to connect us on a human, more personal, level to abstract concepts. Important scientific discoveries need branding to communicate their impact. #innovation #publicrelations #branding #technology #scientificresearch

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👋🏼 Today, I offer a few reflections on the election outcome and how organizers are and can respond in this moment. for social change communicators 📚 📣 this week's topic: How the roots of change agency is moving forward Tired of signing up for newsletters and not finding them helpful for your everyday work? This newsletter is built differently. It’s created for you: 🌱 for cultivating social change in a chaotic digital world 🔮 for folks who want to do it differently ❤️‍🔥 for busy communicators with limited time 🧱 for folks reshaping digital communications 🤓 Read & Subscribe: https://lnkd.in/ggJw3vCf

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