If you had one wish, what would you wish for that could make your job as a communicator easier?

Colombia

Companies that are convinced of the benefits of communication. I would ask that corporate executives understand the true importance of communication--to value it as one more asset that generates dividends, and to include it as a basic component in their strategic business plans. For more than 18 years, I worked at ECOPETROL, Colombia's national oil company, always trying to convince the managing staff that the company's image could only be secured by appropriate execution of a corporate communication plan that was aligned with the company's business plan. This made the job a lot more difficult, but it was an important challenge that we managed to overcome.

Maria Pinzon

Directora, Pinzon Ardila & Asociados

Bogota, Colombia

South Africa 

From a South African corporate perspective, I would like to see a greater willingness on the part of senior management to accept communication as an important strategic function, integral to the profitability and sustainability of the company. This mental paradigm shift would result in the authority of the communicator as custodian of the corporate reputation being recognized, and thereby his or her right to advise, warn of potential risks and be consulted.

Penelope Horwood

Communications specialist, KWV International

Suider Paarl, South Africa

Definitely more knowledgeable and educated clients. Some seem to be under the misapprehension that their job is the result of my merely pressing a big red button that reads "print fabulous, creative communication"--and that it can happen in a flash. Too few clients seem to have a clear understanding of the complex procedures and processes involved in editing, design and production, or of the fact that creative concepts are not automatically on tap in an instant all the time.

It may also be due to this lack of understanding that some clients buy the dog and then want to do the barking themselves, and succeed in "dumbing down" a good concept/ cover/headline simply to assert their authority. Thank heavens for informed clients who do express appreciation. They're great to work with, but all too rare.

Chantal Smuts

Owner, The Creative Store

Cape Town, South Africa

Thailand

We should sit at the table from day one. CEOs and/or clients who appreciate the value of communication should reinforce this view by ensuring that their professional communicators sit at the top table from the outset. If this is not possible, at least the communicator should be part of regular high-level briefings to ensure he or she remains fully acquainted with the nuances of high-level decisions that require communication input. In turn, this would allow the communicator to enhance and/or protect the company's reputation through hands-on, knowledgeable management. Placing the communicator near the end of the business value chain, which is still too often the case, is a self-defeating approach.

Alastair Carthew

Director, corporate affairs, Star Alliance

Bangkok, Thailand

United States 

Communication is often perceived as an implementation function of decisions already made, or direction already taken, by the company's leadership. My challenge is to get leaders to realize that communication itself may in fact influence that decision or direction. A complexity or conflict regarding communicating a brand value, for instance, may change how we deploy an image campaign, or what we say in that campaign. My job would be made easier if communication were componentially factored in to every board retreat or strategic planning session. I don't even have to "be at the table"; I would be happy if communication appeared as an item on the agenda.

Michael Deas

Manager, marketing services, CH2M HILL 

Englewood, Colorado 

what's your perspective?

Question for a future issue: Which measurement tool do you find most effective for measuring your programs? E-mail your perspective (in 125-150 words) to cwmagazine @iabc.com.