Storytellers Assemble! Archetypes and All-Rounders

Once upon a time, in the vast world of corporate communications, a band of storytellers came together, each with a unique gift. Some could craft words as powerful as spells, others could see the future in data, or create images that spoke louder than words.

A strong communications team is a gathering of such storytellers, where magic and logic coexist. As communicators, we must unite diverse archetypes—strategic thinkers, creative innovators, and digital pioneers—to tackle the challenges of a rapidly changing world.

The Archetypes in Action

The storyteller, a weaver of words, transforms cold corporate language into living stories that connect on a human level. Their ability to convey the CEO’s vision and bring fresh, viral ideas to life makes them invaluable, whether for a campaign concept or a quirky social media post.

In today’s fast-paced world, speed, efficiency, and innovation matter. Enter the digital mage, bending light and code to their will, conjuring images and ideas that dance across screens. They explore the tools of AI and technology, creating something new and wondrous.  Quick to adapt, they keep the team ahead of trends, producing high-quality, creative content faster.

The data sage deciphers the secret languages in data, transforming metrics into meaningful insights and analytics. By tracking KPIs and interpreting engagement numbers, they refine strategies and ensure that the content continues to evolve and hit the mark.

The builder walks through the chaos of the real world and brings order. With a checklist in hand, they pull the intangible into the physical. They coordinate with suppliers, manage logistics, and execute with precision. They preempt last-minute crises. As the boots on the ground, they master early planning and operations, ensuring that ideas come to life and run seamlessly.

Innate Skills That Tie It All Together

Regardless of their archetype, there are certain core competencies every team member must possess.

Whether it’s writing compelling content, reviewing a campaign, or leading a meeting, clear and effective communication is non-negotiable. The ability to craft messages that stick, tell stories that inspire, and put thoughts into words that move the business forward is essential.

Attention to quality is crucial. The Corporate Communications team is often looked up to for advice and consultation, and must walk the talk. Impeccable language, branding, and the right facts and figures are vital. Every piece produced reflects the organisation’s commitment to excellence, building trust.

In a world of spin and misinformation, integrity is paramount. Communicators must uphold truth, ethics, and authenticity, ensuring that every piece of content reflects the company’s values. This means respecting intellectual property, following correct ways of working, avoiding deceptive practices and using AI tools or leveraging social media with caution and integrity.

While specialised roles are critical, aspiring leaders need to develop an all-rounder mindset, adapt to diverse challenges, often work across multiple platforms, manage issues, digital campaigns, internal messaging, and more. They understand the greater narrative and ensure that each story builds something lasting and meaningful.

At the core, there must be a passion to connect and shape the world through stories. Whether launching a product or recognising employees, corporate messaging should make people feel something. If you cannot connect your purpose to your work in Communications, it may not be the right fit. So ask yourself. Are you telling a story that makes people feel something?

A masterful team of complementary diversity

As you grow, understand your strengths. Embrace what you bring to the team and take pride in how your skills contribute to overall success. Ultimately, the strength of a communications team lies in complementary diversity, not just in skills but in perspectives, ideas, and approaches. When different archetypes come together, they build stories that inspire, strategies that drive change, and brands that last.

No matter where you sit in the team, aim to grow your expertise, communicate with clarity, passion, and integrity, and have fun with it because passion is contagious. Remember, your voice completes the story. Step into this narrative with pride, knowing that what you contribute makes the team whole.


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

Ashan Jayatilaka
Ashan Jayatilaka is a dynamic leader in strategic Corporate Communications and Reputation Management, bringing 16 years of expertise to the table. With over a decade of experience steering communications functions, he is a passionate storyteller at heart. In 2015, he was honoured with Sri Lanka's State Literary Award for his debut novel. He serves as an Ex-Co Member of the PR Association of Sri Lanka.

Be the first to comment on "Storytellers Assemble! Archetypes and All-Rounders"

Leave a comment

Your email address will not be published.


*