In 2024, the role of corporate boards is being reshaped by heightened uncertainty, shifting societal expectations, and the rapid rise of new risks—from AI to environmental, social, and governance (ESG) issues. But amid these complex challenges, one thing is clear: the need for expertise in strategic communication has never been more critical.
Strategic communicators—those skilled in anticipating public perception, managing crises, and ensuring transparent engagement—are not just “nice-to-haves” on boards. They’re essential for navigating a volatile environment where corporate decisions are under intense scrutiny from shareholders, regulators, and the public. Yet, according to PwC’s 2024 Annual Corporate Directors Survey, many boards still lack this vital expertise, favoring traditional skillsets over the specialized knowledge needed to address today’s complex communication challenges.
Here’s why adding strategic communicators to corporate boards is a business imperative in 2024 and beyond:
1. Strategic Communicators Enhance Crisis Readiness and Responsiveness
In our polarized and interconnected world, a single misstep can lead to a media storm, legal challenges, or shareholder revolt. Strategic communicators bring deep expertise in crisis management, helping boards navigate high-stakes issues with agility and poise. As PwC’s report indicates, only about half of directors feel fully informed about the risks surrounding emerging technologies like AI, highlighting an urgent need for communicators who can frame and mitigate these risks clearly and effectively.
2. They Strengthen Engagement on ESG and Social Issues
With 75% of directors voicing concerns over political divisiveness and 59% on immigration policy, it’s surprising that 57% of boardrooms have yet to discuss their companies’ stances on social issues. Strategic communicators excel at addressing complex, high-profile topics, helping companies articulate their ESG commitments and respond to public scrutiny in ways that build trust and align with corporate values. This skill is crucial for boards under growing pressure to lead on ESG topics without losing sight of bottom-line priorities.
3. They Drive Board Transparency and Accountability
According to PwC’s survey, boardroom dynamics are shifting, with 71% of boards taking action on shareholder activism in 2024, compared to just 65% in 2019. Shareholders and stakeholders are demanding transparency, and they expect corporate boards to embody their values and communicate effectively on everything from executive compensation to strategic shifts. Strategic communicators bring a culture of openness to boards, facilitating clear, transparent discussions that build trust with stakeholders and demonstrate accountability.
4. They Build Stronger Corporate Cultures
Beyond crisis management and transparency, strategic communicators help align corporate actions with the values and culture boards aim to foster. They know how to tell the company’s story in ways that resonate with employees and the public alike, bridging the gap between strategy and culture. The PwC report shows that 76% of directors now use metrics like employee engagement and turnover statistics to gauge corporate culture, underscoring a shift toward data-informed insights. Communicators are well-positioned to interpret these insights and help boards foster cultures that drive performance and reduce turnover.
Time for a Strategic Shift in Board Composition
PwC’s report reveals that while board diversity and expertise are evolving, traditional skills like finance, operations, and industry knowledge still dominate recruitment priorities. Only 10% of boards are considering adding expertise in areas like AI and generative AI, and even fewer plan to focus on ESG. Yet, in an era where perception is reality, it’s vital that boards diversify not just in demographics but also in expertise—strategic communicators can help fill this gap, enabling boards to lead with insight, clarity, and resilience.
The Path Forward
Adding strategic communicators to corporate boards is more than just filling an “expertise gap”—it’s a pathway to proactive leadership in a world that demands transparency, adaptability, and trust. Let’s champion the role of communicators on boards, ensuring that companies can meet today’s challenges with the robust oversight and insight that only skilled communicators can bring. In a world of constant change, their expertise isn’t optional—it’s indispensable.
We used AI to help us write this blog based on the PwC report and our previous writings - what do you think?