• International Association
  • About IABC
  • Login

Communication World

The Magazine for Communication Professionals

  • Home
  • Features
  • Case Studies
  • Videos
  • Podcasts
  • Blog
  • Advertise
  • Contribute
You are here: Home / Circle of Fellows / Circle of Fellows #23: Becoming a Strategic Adviser

Circle of Fellows #23: Becoming a Strategic Adviser

Share this:

  • Twitter
  • Facebook
  • Google
  • LinkedIn
  • Pinterest
  • Print
  • Email

1 August 2017 by Shel Holtz Leave a Comment

One of the most common ambitions expressed by communicators is to get that coveted “seat at the table.” The fact is, you don’t need a seat at any table (wherever the table may be) to become a trusted strategic adviser to company leaders. In this month’s Circle of Fellows podcast, four IABC Fellows discuss what it means to be an adviser and what it takes to earn the level of trust that has leaders calling you before they make a decision or problems arise, quoting you when you’re not in the room, and counting on you to help them achieve results and solutions that matter to them.

This month, we are beginning a new feature on Circle of Fellows: In addition to the perspectives of the four panelists, other Fellows are contributing their thoughts, some of which are included in the broadcast and all of which appear at the end of these show notes.


About the panel:

John Gerstner is a strategic communications leader whose work has spanned 30 years and 30 countries on five continents. He has career experience as an internal communications and intranet manager, consultant, marketer, website developer, video producer, book author, magazine editor, photo-journalist, conference producer, radio announcer and public speaker. He is CEO and founder of Communitelligence, an online learning community for corporate communicators. Previously he managed diverse communication assignments at John Deere. These included launching John Deere’s internal communication program and intranet, serving as the company’s first manager of environmental and safety communications and authoring an award-winning coffee-table history book, Genuine Value: The John Deere Journey. 

James E. Lukaszewski, America’s Crisis Guru ®, is a bestselling author, national speaker, and trusted strategic adviser to FPO and NPO business operators and leaders during crises, disasters, reputation attacks, contentiousness and when the boss’s future is at stake. Corporate Legal Times listed him as “one of 22 crisis counselors to have in your speed dial when all hell breaks loose.” For more than 30 years, he has confidentially guided hundreds of company leaders thru tough, touchy, sensitive situations. Lukaszewski’s strategies inspire constructive, ethical problem resolving management behavior. A powerful and inspirational speaker, he teaches executives and managers the lessons he has learned. A prolific author, he is quoted and interviewed often as one of the most recognizable leaders in his profession. Lukaszewski is on the web at www.e911.com.

Mark Schumann is the director of graduate business communication programs for the Zzicklin School of Business at Baruch College, City University of New York. He is also founder and principal of re-communicate. Most recently, he was VP of marketing and communications for Western Connecticut Health Network. He served as IABC’s chair in 2009-2010 and is currently IABC’s liaison to the Global Alliance. He was a managing principal and global communication practice leader at Towers Perrin for 26 years.
Jim Shaffer is a business adviser, leadership coach, author, speaker. As leader of the Jim Shaffer Group, he helps organizations accelerate results through superior strategy execution. The Jim Shaffer Group creates hard business results by translating the business strategy to the people who need to implement it, aligning systems, processes, and culture to make the gains sustainable.


Additional observations from other Fellows:

Sheri Rosen —Being a strategic adviser means knowing more than communication strategy. You have to know the company/finances/industry. In my case (employee com), knowing the business means knowing how the executive team handles strategy, which happens to be agile, lean, values-based, Blanchard change management, systems thinking, etc.

Alice Brink — In my very first job out of college, I wrote advertising brochures for farm real estate. I’d probably been there a year when I received some copy back from one of the managers with the note, “Congratulations. You’ve quit trying to write and started to sell real estate.” Mastering that lesson—that what matters most is using communications effectively to meet the goals of the organization—is to me what makes a strategic adviser.

Being a strategic adviser is as much about listening as about creating communications. First you have to fully understand what is driving the client or the executive or the board—what’s the pain point—and then respond in a way that reflects back their concern, then start working toward a solution that they can feel part of. Thinking you need to say, “Bam, I’ve got your answers in my back pocket!” is to ignore the psychological elements of working at the strategic level.

Tamara Gillis — Strategic adviser is a role we earn through trust. And trust is earned through our actions over time. Trust is a two-way contract in relationships—especially when advising organizational leadership.

Mary Ann McCauley — One of the keys to being a strategic adviser is to ask: “What do you want to have happen?” When you are asked to create a “thing.”

Assume you are an adviser and not an order taker.Don’t hesitate to say: “Let me give this some thought before I recommend how to

Don’t hesitate to say: “Let me give this some thought before I recommend how to proceed.” Then tell the person when you’ll respond even if you only take an hour – don’t be bullied into agreeing to create a communication tool that may not be the most effective choice.

Priya Bates — Communication professionals have great potential to become trusted strategic advisers for their organizations. Very few other functions have the special role of using the goals and dreams of leaders and them into words and actions of employees and customers through the power of communication. What a privilege.

Many communication professionals complain about the lack of respect and not being invited to the decision-making table. They also continue to focus on reactive implementation versus proactive interaction, integration, influence, and impact. You can’t expect perception to change by doing things the way you’ve always done them.

Our super power is communication. Our greatest opportunity is to use it to influence and impact organizational results. We turn words into actions, stories, engagement, trust, and loyalty.

Amanda Hamilton-Attwell — The biggest challenge moving into this role is to “ring fence” the services you are planning to deliver. Because you are moving from a specialist or a generalist role, you would tend to revert back to that role—because you know exactly what to do. Even if you do know, do not do it! Be strategic and be an adviser to empower business leaders.

Cindy Schmieg — Advice – Speak up. The first CEO I reported to as a communication director advised me to speak up and share my ideas. Even if they weren’t used, they could spark another idea.

Know the business, products, and customer experience. Present your plans and ideas using this knowledge.

Focus your work to help achieve the organization’s mission and goals.

Measure your programs to the organization’s goals and objectives.

Don’t be afraid to change or discontinue a program that is delivering expected results.

Shel Holtz

Shel Holtz

ABC, IABC Fellow
Shel Holtz is principal of Holtz Communication + Technology in Concord, California. Follow him on Twitter: @shelholtz.

Share this:

  • Twitter
  • Facebook
  • Google
  • LinkedIn
  • Pinterest
  • Print
  • Email

Filed Under: Circle of Fellows, Videos Tagged With: circle of fellows, strategic adviser, Strategy and Planning

About Shel Holtz

Shel Holtz is principal of Holtz Communication + Technology in Concord, California. Follow him on Twitter: @shelholtz.

Leave a Comment Cancel reply

(Comments will be approved/rejected within 24 hours.)

CW April issue

CRITICAL COMMUNICATION SKILLS: WHAT ARE YOU MISSING?

What critical skills will communicators need into the next decade? In this issue, our experts explore the competencies needed to make communication professionals indispensible to organizations.

  • 4 Competencies Communication Professionals Need to Increase Value and Results
  • The Skills You Need to Get a Seat at the Table
  • 5 Characteristics of the Modern Chief Communication Officer
  • Print Full Issue

    CW Observer Blog

    Business communication insights, innovations and perspectives

    Is email dead? #Commchat recap

    Is email dead? #Commchat recap

    14 February 2018 By Khyla Flores

    Succeeding in internal communication: An interview with Rhonda Rathje

    Succeeding in internal communication: An interview with Rhonda Rathje

    24 October 2017 By Khyla Flores

    More Posts

    Advertisement

    IABC on Social Media

    • 
    • 
    • 
    • 
    • 
    • 
    • 

    News & Events

    Next Circle of Fellows discussion: Critical skills for the future

    Next Circle of Fellows discussion: Critical skills for the future

    Congratulations to the 2018 Class of IABC Fellows

    Congratulations to the 2018 Class of IABC Fellows

    Follow us on Twitter!

    Tweets by @IABC

    Filter by Topic:

    • Select Topic
    • Strategy and Planning
    • Research and Measurement
    • Crisis and Change
    • Ethics and Trust
    • Corporate Social Responsibility
    • Financial Communication
    • Engagement
    • Leadership and Career Building
    • Visual Communication
    • Writing and Editing
    • Social and Digital Media
    • Employee Communication
    • Organizational Culture and Structure
    • Communication Coaching
    • PR and Media Relations
    • Marketing and Branding
    • Community and Customer Relations

    Content Suggestions?

    Back Issues

    • March 2018
    • February 2018
    • January 2018
    • December 2017
    • November 2017
    • October 2017
    • September 2017
    • August 2017
    • July 2017
    • June 2017
    • May 2017
    • April 2017
    • March 2017
    • February 2017
    • February 2018
    • January 2017
    • December 2016
    • November 2016
    • October 2016
    • September 2016
    • August 2016
    • July 2016
    • June 2016
    • May 2016
    • April 2016
    • March 2016
    • February 2016
    • January 2016
    • December 2015
    • November 2015
    • October 2015
    • September 2015
    • August 2015
    • July 2015
    • June 2015
    • May 2015
    • April 2015
    • March 2015
    • February 2015
    • January 2015
    • December 2014
    • November 2014
    • October 2014
    • September 2014
    • August 2014
    • July 2014
    • June 2014
    • April 2014
    • March 2014
    • February 2014
    • January 2014
    • December 2013
    • November 2013
    • October 2013
    • September 2013
    • August 2013
    • July 2013
    • June 2013
    • May 2013

    What is IABC?

    The International Association of Business Communicators (IABC) advances the careers of communication professionals across the globe. Established in 1970, IABC serves members working in a wide variety of industries in 80 countries, helping them to make a bigger impact at work, uncover opportunities in the hidden job market, enhance their skills and expand their social network. More Info >>
    Join IABC

    What is Communication World?

    Communication World (CW), the digital magazine of the International Association of Business Communicators, is a must-read publication for communication professionals worldwide. CW covers the latest in communication trends, practice and research through in-depth reports, how-to articles and insightful interviews.

    Learn More About CW

    • About
    • Contribute
    • Editorial Committee and Editorial Team
    • Advertise
    • Contact

    © 2018 Communication World | All Rights Reserved | Web Design by 312 Digital

    • Member Login
    • Subscriber Login

    Log in below with your IABC member ID and password to access all the content available to IABC members.

    Not an IABC member? Learn more about the benefits of IABC membership or join now.

     

    Forgot your password? Reset it here.

    To view subscriber-only content, log in with your subscriber ID and password below.

     

    Forgot your password? Reset it here.

    Not a subscriber to iabc.com? Register here.

    To access all IABC content (including articles, case studies, webinars and more) learn more about becoming an IABC member and join here.

    loading Cancel
    Post was not sent - check your email addresses!
    Email check failed, please try again
    Sorry, your blog cannot share posts by email.