At the Mid-Atlantic MarCom Summit held on October 30, 2024, in Arlington, Virginia, a notable gathering brought together influential figures in the world of corporate communication to discuss the future of digital communications. The Chief Communications Officers Roundtable on Emerging Trends and Tactics featured distinguished panelists Kathy Baird, Chief Communications Officer at The Washington Post, Josh Morton from Nestlé North America, Scott Stanzel of Truist Financial Corporation, and Lydia Sermons from Howard University. The discussion was expertly moderated by Sean O’Leary, Vice President at Susan Davis International.
The roundtable focused on three primary themes: the critical importance of platform diversity, the composition of effective digital communications teams, and the burgeoning use of artificial intelligence in the communications field.
Platform Diversity
The conversation kicked off with an exploration into the evolving landscape of media platforms, as illustrated by Kathy Baird's insights on The Washington Post's strategy. Reflecting on the need to adapt to an audience's changing media consumption habits, Baird emphasised the value of leveraging multiple digital channels. Platforms like Instagram, YouTube, and TikTok have proven unexpectedly vital in reaching wider audiences. Baird remarked on the significance of understanding different formats to tailor content appropriately and the impact of authentic storytelling linked to journalist identities, which aids in building public trust.
Team Building for Digital Success
Lydia Sermons discussed the strategic restructuring of communication teams, highlighting the necessity of assembling a diverse group of experts to maximise digital outreach. At Howard University, Sermons has focused on creating specialised roles that cover various facets of media, marketing, and web presence to facilitate cohesive and effective communication strategies. This sentiment was echoed by other panelists who stressed the importance of collaboration between marketing and corporate communications teams to ensure unified messaging that resonates across different stakeholders.
Integrating Artificial Intelligence
The use of artificial intelligence emerged as a pivotal topic, with Josh Morton of Nestlé North America sharing insights into how AI facilitates improved employee engagement and customer understanding. AI, likened to an overconfident intern, possesses the ability to gather extensive consumer data, yet requires vigilant oversight to ensure accuracy and relevance. Scott Stanzel offered a glimpse into AI's potential for content simulation, describing a method to predict how business communications might be perceived by various media outlets, using tools like Microsoft Copilot and ChatGPT. This technique allows companies to pre-emptively assess and refine their messages for better alignment with internal and external expectations.
The session culminated in a dynamic exchange of ideas, offering attendees a rich tapestry of insights into the applications of digital advancements in corporate communications. The summit provided a platform for esteemed professionals to share how emerging technologies are reshaping communication strategies, effectively preparing practitioners to navigate an increasingly digital world.
Source: Noah Wire Services