Communicating a consistent corporate message has never been more challenging. We asked guests on our podcast to explain how they ensure narrative consistency in a multistakeholder world.
Global audiences, multifaceted stakeholder groups, and the rise of digital platforms require corporate communicators to rethink traditional approaches. Communication leaders agree that flexibility, empowerment, and a values-driven strategy are critical for ensuring consistency while resonating with diverse stakeholders.
Kim Larsen, CCO at Dutch bank ING, emphasizes that the traditional model of rigidly controlling corporate messaging is no longer sustainable. “The era of being ‘on-message’ is gone,” he asserts.
With employees and leaders constantly engaging on platforms like LinkedIn or X, attempting to maintain strict oversight is unrealistic and counterproductive. Instead, Larsen advocates for empowering employees to communicate authentically while aligning with corporate values.
This shift requires communicators to move from a gatekeeping role to one of facilitation. Larsen suggests focusing on helping employees internalize the company’s purpose and values. By creating narratives that resonate internally, organizations can foster a shared understanding of key messages. “It’s not about telling people what they can’t do,” he explains. Instead, the goal is to equip them with the confidence and knowledge to represent the company effectively.
While this approach involves accepting some level of inconsistency, Larsen believes a more flexible mindset yields benefits. Minor deviations from the script are often inconsequential, and an overly rigid approach can stifle creativity. “Our risk appetite needs to evolve,” he notes, suggesting that communicators should focus their energy on guiding conversations around critical issues rather than trying to control every interaction.
For Torod Neptune, Chief Communications Officer at Medtronic, consistency begins with a deep understanding of the target audience. He stresses the importance of using data and analytics to identify stakeholder preferences, priorities, and preferred communication channels. “It all starts with a clear understanding of who you are trying to engage and how they prefer to be engaged,” he explains.
This audience-focused approach enables organizations to craft a consistent narrative that resonates across different platforms and demographics. Neptune advises communicators to articulate a core message that remains unchanged across all interactions. This clarity ensures that whether a message is conveyed via social media, direct communication, or public relations, the overarching story aligns with the organization’s values and mission.
Operating in a global context adds another layer of complexity to achieving message consistency. Ian Louden, who is Head of Brand, Worldwide at ArcelorMittal, acknowledges that a one-size-fits-all approach does not work in culturally diverse markets. “The culture of Brazil is real different to that of Germany,” he notes, emphasizing the need for a brand strategy that allows for localized expressions while adhering to overarching principles.
This “flexibility within parameters” approach ensures a company’s values and identity are preserved, even as messaging is adapted to fit regional contexts. For example, a campaign might highlight sustainability in one market while focusing on innovation in another. The key, Louden suggests, is maintaining alignment with the company’s core values while allowing for cultural nuances.
Roberta Thomson argues that the foundation of consistency lies in simplicity. A company’s high-level messaging—its essence—should be clear and universal enough to resonate with all stakeholders. “The essence of the company should work for everybody,” Hasbro’s CCO explains. While additional messaging can be tailored to specific audiences, such as policymakers or consumers, the overarching narrative should remain constant.
Transparency and clarity are also crucial. Thomson believes that when a company’s core values and goals are communicated effectively, there is less need for frequent adjustments. By maintaining a clear and authentic identity, organizations can build trust and credibility with stakeholders across the board.
A consistent message doesn’t require a single voice—it requires a harmonious chorus. Larsen highlights the importance of empowering employees and leaders to become advocates for the brand. This approach not only amplifies the company’s reach but also ensures that the message is delivered authentically.
Achieving this alignment requires investment in internal communication strategies. Larsen recommends shifting from a policing mindset to one of collaboration. Instead of micromanaging every word, communicators should focus on educating employees about the company’s values, goals, and preferred narratives. This empowerment fosters ownership and pride, making employees more effective ambassadors.
With the proliferation of digital communication, the risk of missteps has increased. However, Larsen cautions against viewing every deviation as a crisis. “Sometimes people say it a little bit differently, but is it really a big risk?” he asks. By focusing on the bigger picture, communicators can prioritize their energy and resources on issues that truly matter.
At the same time, it’s important to address “hot button issues” strategically. Larsen advises communicators to avoid being drawn into unnecessary debates or distractions. By providing clear guidelines and encouraging thoughtful engagement, organizations can navigate contentious topics without compromising their values.
The role of corporate communicators has evolved significantly. Larsen suggests that instead of waking up each day worried about potential risks, communicators should adopt a more optimistic perspective. “If you see a lot of people who want to communicate about the company, that’s a good thing,” he points out. This mindset shift allows communicators to view each interaction as an opportunity rather than a threat.
Balancing consistency with flexibility is no easy task, but it is achievable with a strategic and values-driven approach. By understanding their audience, empowering internal stakeholders, and maintaining clarity in their core message, organizations can navigate the complexities of a multistakeholder world.
Whether it’s adapting to cultural differences, leveraging data-driven insights, or fostering an open and collaborative internal culture, today’s communicators must embrace a mindset of adaptability.
As Larsen aptly puts it, “The world doesn’t need more communication; it needs better communication.” By focusing on authenticity, alignment, and empowerment, organizations can ensure their message is heard—and understood—by all.
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