Episode 10 - Trista Morrison on Strategic Communications as a Forcing Function for Corporate Strategy

Trista Morrison Talks Strategic Communications, Strategy and Boards - Industrial Growth Institute Podcast Episode 10

Summary

Trista Morrison, a seasoned bio-pharmaceutical executive, started her career as a biologist and journalist. In this episode she discusses the intersection of communications and strategy in the industrial growth context.

Trista emphasizes the importance of understanding the company's vision, mission, and strategy in order to effectively communicate with various audiences. She explores the concept of story making, which involves aligning communications with the company's strategy and purpose and highlights the significance of the 'so what' factor in storytelling.

The conversation also touches on:

• Trista's perspective as an independent director
• the need to convey the impact and value of products or services
• role of communications in internal engagement and the importance of prioritizing different audiences based on business needs
• content creation requires discipline and the ability to overcome writer's block
• positioning company leaders as industry experts requires understanding the target audience and finding ways to fit into their interests
• differentiating strategy and execution, and communications should support corporate goals
• a dedicated communications function depends on the size and needs of the company
• role of consultants and agencies can provide strategic guidance and execution support
• impact of AI on communications will vary depending on the industry and its sensitivities
• crafting communications to attract and retain talent involves understanding the target audience and reaching them through the appropriate channels
• Boy scouts, hobbies, reading and dogs

Takeaways

• Communications is a forcing function for strategy, as it prompts companies to define their approach and philosophy on various topics.
• Story making is an important aspect of communications, as it involves aligning communications with the company's strategy and purpose.
• The 'so what' factor is crucial in storytelling, as it helps convey the impact and value of products or services.
• Communications plays a vital role in internal engagement, ensuring that employees have the information they need to make decisions aligned with the company's vision and strategy.
• Prioritizing different audiences based on business needs is essential, as it allows companies to effectively communicate with the right stakeholders at the right time. Communications should always be respectful and considerate of the audience.
• Overcoming writer's block requires discipline and setting a timer to get started
• Positioning company leaders as industry experts requires understanding the target audience and finding ways to fit into their interests
• Strategy and execution should be clearly differentiated, and communications should support corporate goals
• The need for a dedicated communications function depends on the size and needs of the company
• Consultants and agencies can provide strategic guidance and execution support
• The impact of AI on communications depends on the industry and its sensitivities.
• Crafting communications to attract and retain talent involves understanding the target audience and reaching them through the appropriate channels.
• Transparency and authenticity are key in communicating the company's story and values to potential employees.
• Resources for learning about communications include organizations like PRSA and NRI, as well as seminars and courses.
• Communications is a critical function in setting and achieving corporate goals.

Trista's website

LinkedIn: Trista Morrison and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: Ed Marsh

Show Transcript

00:00 Introduction and Overview
09:05 Communications as a Forcing Function for Strategy
25:55 The Importance of Storytelling in Industrial Growth
28:09 Internal Engagement: Communicating the Company's Vision
30:29 Prioritizing Audiences for Effective Communication
33:04 Respectful Communications
34:37 Overcoming Writer's Block
35:04 Content Creation Strategies
36:28 Positioning as Industry Experts
45:15 Differentiating Strategy and Execution
49:26 Communications Supporting Corporate Goals
55:03 Considerations for a Dedicated Communications Function
01:02:19 The Impact of AI on Communications
01:03:40 Crafting Communications to Attract and Retain Talent
01:08:00 Resources for Learning about Communications
01:10:20 The Reputational Risk of Unethical Decisions in Business Communications
01:12:10 Building Authentic Relationships with Customers
01:17:25 The Critical Role of Communications in Setting and Achieving Corporate Goals

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