Powerful Communications: Top Predictions for 2024

In the ever-evolving landscape of communications, staying ahead of the curve is crucial for businesses seeking to maximize their impact. As we dive into 2024, several trends are shaping the way organizations communicate both internally and externally. Let's explore these top trends that are reshaping the communications landscape.

Human Centric Communications: Building Meaningful Connections

Authenticity is paramount in today's communications landscape. The traditional top-down command-and-follow approach gives way to a more human approach to building alignment.  We, as communicators, must help our C-Suite understand that alignment is built through a human approach.  Human-centric approaches, utilizing storytelling and personal narratives, are crucial for creating meaningful connections, and using the right mediums to deploy the narratives can make powerful connections.

Fractional CCOs: Maximizing Impact

Another way we’ve seen businesses extend their marketing budgets is by using fractional CMOs—experienced, part-time marketing leaders who can jump in temporarily or on a long-term basis to help lead marketing strategy, implementation, internal team, and system development. This approach has enabled us to empower internal staff to grow their marketing abilities and provide part-time strategic guidance based on what companies can afford.

Employee Alignment: Key to Unlocking Performance

High-performing organizations understand that alignment is crucial for unlocking employee performance. Communicators play a pivotal role in building narratives and strategies that create alignment with the mission, values, and strategy (MVS) of the organization. Communicators have the responsibility to develop narratives and strategies that create alignment.  Performance peaks when everyone is aligned (Here is a recent blog post on that topic.)

Inside Out Strategy: Employee Advocacy Drives Strategy

Organizations are embracing an inside-out strategy, prioritizing cultural cohesion. The emphasis on advocacy within the employee ranks becomes paramount, heralding an era where organizational success is intricately tied to a unified and empowered workforce advocacy strategy. While it does seem as though the previous employee strength in decisioning is on the decline, what has emerged is an inside out approach, using advocacy to build social strategy and the client experience. 

Smart Brevity Style Communications: Cutting Through the Noise

If you aren’t familiar with Smart Brevity, run, don’t walk to acquire this book.  The Smart Brevity approach cuts through clutter and organizes information in a way that is efficient to read and easy to absorb. Today’s professionals don’t have the time, energy, or ability to digest 1,000-word emails.  Make your voice heard by writing in headlines and bullets.  Check out Axios for examples of how they use Smart Brevity to create newsletters.  Here’s a great resource: Smart Brevity 101 Workbook

The QR Code Revolution: Internal and External Applications

QR codes are not limited to external communications. Still, they are also proving valuable for internal use. While we typically think of using them for external communications, they are a great addition to internal communications.  Integrating QR codes on posters, screens, desk calendars, etc., to enhance traditional tactics with a digital twist, especially in the context of the return to office trend.

Chat GPT: The Virtual Assistant Revolution

Chat GPT is revolutionizing how we write, brainstorm, and create strategy.  It’s like having a secret sage sitting at your desk with you.  While it doesn’t replace human communicators, it is a valuable tool for improving communication clarity and readability, acting as a virtual assistant, unleashing creative potential, and increasing productivity.

Data-Driven Metrics: Proving Worth with Analytics

Whether internal or external, communicators are increasingly being held to data-driven metrics.  We are no longer creating c-suite video addresses for the sake of doing them.  If viewership is minimal, it’s time to think of a new strategy.  We must meet team members where they are and develop platforms and content that resonate; we can’t do that without data.  And we can’t prove our worth with it…and we are worth A LOT!

Nimble Strategy: Pivoting with Precision

Because we rely on data-driven metrics, communicators must be able to pivot on a dime.  Platforms, tone, and narratives must be easily adjusted to reflect desired outcomes.  A strategy that supports freedom within a framework will prevail.

Video Evolution: Prioritizing Accessibility

Video is not going anywhere.  But it is evolving.  High production is no longer necessary, and chaptered modules are becoming a best practice. Whether it is a learning module or a CEO message, providing chapters with topics increases viewership and learning retention if the video lasts five minutes.  Also, for accessibility and preference, transcription is emerging as a best practice, regardless of whether an internal or external audience uses it.

BONUS Prediction - Wellbeing: The Sweetheart of 2024

While this prediction is not directly related to communications, my prediction is that comms professionals will be partnered closely with HR to take on new and different ways to build wellness into culture:

Wellbeing takes center stage as organizations recognize the importance of caring for team members' health and happiness. Caring for the overall well-being of team members becomes more and more critical as the war on talent continues to grow.  The competitive edge is no longer benefits – they are table stakes. It is no longer about flexibility – also considered table stakes.  It is no longer about extras like coffee bars and ping pong tables – no one cares since most of us work in hybrid models.  IT IS ABOUT WELL-BEING – offering team members mind, body, spirit, emotional support, and genuine care.  Organizations that care will emerge better for it.

Closing thoughts: These trends underscore the dynamic nature of communication strategies in 2024. Embracing these shifts will keep businesses relevant and ensure a more meaningful and impactful connection with both internal teams and external audiences.

What’s inside counts.