Social impact practitioners are increasingly being asked to demonstrate and prove the value of their programs. One way to do that is to befriend your communications team as they hold the keys to important channels and stakeholders you need to reach.
A strong cross-functional relationship with your communications team is key to increasing the visibility of your programs and building support for your work internally and externally. Some companies “house” social impact and communications “under the same roof,” while in others the departments are siloed. In both instances, working together is not always easy.
Before we get to the tips, it’s important to note that authentic and effective communications can only happen once you have strong programs and results to stand on. You need to earn the accolades. How do you do that? By building strong signature programs. If you’re just writing a one-off check, there won’t be much for your communications team to amplify, and you never want to put them in a position where they feel like they have to create something out of nothing. That is “purpose washing,” and it’s a huge reputational risk. To be a good partner you must first hold up your end of the stick. That’s the foundation – the tips below come after.
Understand What Motivates Them
Social impact practitioners and communications professionals often have different ways of framing success. While you may focus on impact — improved health outcomes, better literacy rates, more economic opportunities —your communications team is focused on protecting and building your company’s brand and reputation. Luckily the two go hand in hand, as social impact plays a critical role in brand building.
If you don’t have regular contact with your communications team, step one is to schedule an informal “get to know you” meeting. Use this as an opportunity to learn about each other’s priorities. Ask them about how they’re trying to position the company, what key messages they want to share, and who their target audiences are. Then see if there’s any crossover. For example, if employees are a target audience and you have employee engagement programs (like donation matching and volunteer time off) work together to promote that. If policymakers are a target audience, learn what policy issues are top of mind and see if there’s any synergy with the issues you’re addressing. Do this exercise for every target audience on their list and you’ll see there’s likely strong overlap.
Respect Their Timelines and Processes
Your communications team is juggling multiple priorities, from new product launches to brand campaigns and crisis communications. Respect their deadlines and workflow by giving them ample time to plan and execute. If you have an upcoming event or milestone, loop them in early (ideally two-three months in advance) so they can incorporate it into their content calendar. Avoid last-minute requests whenever possible, and work with them to align on key dates, so your news doesn’t accidentally conflict with other corporate news. To avoid this, you should check in with them often, ideally weekly or at least monthly.
Give Them Good Content to Work With
One of the biggest pet peeves of communicators is being forced to create content out of nothing. I know because I’ve been on that side of the equation and it’s very frustrating. Writing a blog or press release about a new grant is very hard when all you are given is a dollar amount and a few sentences. When you are sharing updates about your program, think about how to make it as reader-friendly and impactful as possible. Can you provide a human-story, data points, and/or marketplace context to inform a broader perspective? Do you have high-quality photos?
If you give your communications partners compelling stories and high-quality visuals, you’ll become their favorite person. And you’ll get extra brownie points if you proactively find ways to incorporate the key corporate messages they care about!
Use Asset Based Framing
While public relations (PR) focuses on brand perception and managing reputation, impact storytelling is about authentically showing the difference your program makes in people’s lives. Your communications team needs to do both, but they require different approaches. Work together to ensure that the stories you’re telling aren’t self-promotional and exploitative.
One way to ensure effective impact storytelling is to use asset-based framing. Instead of emphasizing deficits or challenges, frame stories around the strengths, resilience, and leadership within the communities you serve. Highlight how your social impact initiatives support and enhance existing community efforts rather than portraying beneficiaries as passive recipients of aid. By actively incorporating the voices and perspectives of partners and beneficiaries, you ensure that stories are authentic, reflective of lived experiences, and truly representative of the impact being made. This approach fosters dignity, shifts narratives toward empowerment, and reinforces the true value of your work.
The Bottom Line: Collaboration is Key
Befriending your communications team is key to demonstrating the value of your programs to important stakeholders. By understanding their motivations, respecting their processes, and providing them with strong content, you can create a powerful partnership that amplifies your department’s success.
Building this relationship takes time and effort, but when done right, it ensures that the work you’re doing doesn’t go unnoticed and gets the attention, recognition, and support it deserves.