As a founder and principal at ROAM Communications, I’ve had the privilege of partnering with incredible organizations over the last dozen years to help them amplify their stories and build stronger connections with their audiences. Along the way, I’ve noticed something that’s both exciting and daunting for many leaders: the moment they realize it might be time to shake things up with their communications approach or team.
Change is never easy, but in the fast-moving world of PR and communications, staying stagnant can be just as risky. Whether you’re feeling stuck, underwhelmed, or unsure about your comms efforts, it’s worth exploring whether it’s your strategy, your team—or both—that needs a refresh.
Not sure if it’s time to re-evaluate your comms? Here are some warning signs:
It’s tempting to blame the team when results fall short, but often, the real issue lies with the strategy—or a combination of both.
Signs of a Strategy Problem
If your team is executing well but you’re not hitting the mark, the problem could be in the goals or the roadmap. Are your KPIs clear and attainable? Is your messaging aligned with your audience’s current needs and preferences? A lack of clarity, focus, or adaptability in your strategy can derail even the best teams.
Signs of a Team Problem
On the other hand, if the strategy is solid but the execution is lacking—missed deadlines, a reactive (instead of proactive) approach, or an inability to connect with key audiences—it might be time to look at your team’s structure, capabilities, or even motivation.
Sometimes, it’s a mix of both. The good news? A strong team can help shape and refine a better strategy, while a smart strategy can serve as a guiding light to revitalize an underperforming team.
There are moments in an organization’s journey when outside expertise can make all the difference. External partners provide a fresh perspective, whether you’re looking to revamp your strategy, add specialized skills, or even rebuild your communications team.
One key moment to seek outside help is during times of growth or transition. If your business is entering a new phase, such as expanding into new markets or pivoting your offerings, an external partner can help you navigate the complexities of messaging and positioning. Similarly, if you sense something isn’t working but can’t pinpoint the problem, an experienced outsider can offer clarity and identify the changes needed to move forward.
Sometimes, the need for external support stems from the demand for specific expertise. Whether it’s managing a crisis, implementing digital transformation, or establishing a robust thought leadership program, bringing in a specialist ensures you have the right skills at the right time. Additionally, if you want an objective assessment of your current team and processes, an external partner can provide honest insights and actionable recommendations without the bias that can come from being too close to the work.
In these scenarios, outside support isn’t just helpful—it’s transformative. By leveraging fresh perspectives and targeted expertise, you can position your organization to communicate more effectively and achieve your goals with confidence.
The decision to shake up your comms approach or team doesn’t have to be daunting. Start by asking the tough questions: Where are we falling short? What’s truly driving these challenges? And most importantly, what do we want to achieve?
Remember, the goal isn’t change for change’s sake. It’s about positioning your brand for success and ensuring your communications efforts are as impactful as possible.
