Evolution of Corporate Communicators: The Swiss Army Knife of Any Organisation

Corporate Communications has undergone significant change over the last 80 years, and as a result, so has the role of corporate communicators.

This evolution is characterised by a narrowly focused function, usually sanctioned off towards the back corners of a corporate office, to one that has evolved into a core strategic pillar. We see this change as corporate communicators predominantly centred around managing media relations and public perception at the most rudimentary level during the hay-day of communications and PR.

However, this is not the case anymore. I had the opportunity to attend PRAXIS11, and by hearing and talking with those in attendance, it became clear that today’s corporate communicators have become the Swiss Army Knife of their organisations—versatile, adaptable, and indispensable.

This reflects changes in business practices, technological advancements, and changing expectations.

We can bucket the evolution into three key phases, which I have labelled “The Runway; Turbulence; and Cruising Speed.”

The Runway: A Narrow and Limited Role

This was a period (pre-1950s) in the industry where corporate communicators primarily focused on media relations and public relations. It was rudimentary and involved drafting press releases, handling media inquiries, and managing stakeholder meetings. While much of this still happens today, back then, this was the only role of corporate communications.

While still seen as custodians of reputation, their influence was limited to downstream activities—controlling information flow to the outside world and responding to crises. The role of communicators was largely reactive and confined to following a predetermined path. This path was usually paved in board and executive leadership meetings where corporate communicators were absent.

Turbulence: Expanding Influence and Breaking Through the Clouds

Over time (1960s to 1990s), as businesses recognised the growing importance of stakeholder engagement and reputation management, the role of corporate communicators expanded.

They became vital to business strategy as the world grew more interconnected yet socially divided. Their role expanded beyond external messaging to fostering internal dialogue, promoting transparency, and uniting diverse groups. They shifted from simply conveying information to aligning communication with broader business goals, becoming a force for cohesion within and outside the organisation.

This shift finally gave communicators a seat at the executive’s table, where they were now given purview into the decision-making processes and advised leadership on key issues. Therefore, communicators were no longer just the company’s voice; they were now essential to shaping its reputation and future direction.

Cruising Speed: The Emergence of Technology and the Rise of the Chief Communications Officer

After the 1990s, the advent of digital media and social platforms revolutionised the field of corporate communications. This enabled real-time and highly adaptable engagement, creating high-risk and high-reward scenarios.

This period also saw the rise of the Chief Communications Officer (CCO), now a critical C-suite member. CCOs now influence strategic decision-making at the highest levels. In this capacity, corporate communicators can demonstrate their capabilities and have become instrumental in navigating complex challenges, such as diversity, equity, and inclusion (DEI) initiatives, regulatory compliance, perception, crisis and sustainability efforts.

The Corporate Swiss Army Knife

In 2024, corporate communicators have solidified their role as a crucial pillar within any organisation, and unlike other executives and members of an organisation, their versatility sets them apart.

They can handle various tasks, from crafting messages for media relations, internal communications, and investor relations to steering change management processes vital to multiple business functions. Further, their crisis management and detection skills are critical in protecting and repairing an organisation’s reputation. They do this by providing clear strategic direction for the organisation and transparent messaging to stakeholders.

However, one of the most underappreciated roles communicators now play is storytelling. By crafting compelling narratives aligning with an organisation’s mission, values, goals, and expectations, communicators help build stakeholder trust and loyalty.

This has become important in the context of growing ESG and Sustainability concerns. Communicators are responsible for ensuring that a company’s messaging around sustainability, governance, and social impact is authentic, transparent, and aligned with regulatory requirements.

In this sense, they are truly the Swiss Army Knife of any organisation.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Aditya Vasan Singla

Aditya Vasan Singla is a Principal at Astrum, India’s first specialist reputation management advisory that uses science to understand and shape public opinion.

Aditya brings nearly a decade of diverse experience in strategy and management consulting, primarily focusing on ESG Strategy, Institutionalisation, Transformation, and Communications. He has dedicated most of his professional career to consulting firms such as PwC and ERM, where he played a pivotal role in enhancing clients' ESG performance, systems, and processes.

Aditya excels in developing institutional frameworks for organisational restructuring and collaborates closely with senior management to integrate ESG strategy into business as usual and initiate ESG transformation.
Aditya holds an M.A. in Economics and Geography from the University of Aberdeen and an M.Sc. in Environmental Economics and Climate Change from the London School of Economics and Political Science.