‘Marcomm professionals today are not just content writers or graphic designers or strategists. We are a community engager, a digital diplomat, a real-time responder, and above all, a storyteller. It’s not about saying more, it’s about saying what matters and saying it with purpose.’
Communications as a department was once overlooked and rarely considered essential. Initially, it emerged as a support function, focused primarily on creating content, producing videos, and designing graphics. Today, however, its role has evolved significantly. In many organizations, Communications is now viewed as a strategic department. It plays a crucial role in shaping organizational narratives, offering strategic insights to leadership, and crafting compelling stories that engage stakeholders, including corporate partners, board members, and the communities served.
Does Marcomm ‘tell’ or ‘sell’ a story?
Marketing and Communications (MarComm) isn’t about selling a story, it’s about telling one. Selling is about persuasion. Telling is about connection.
When we try to sell a story, we lead with our goals, conversion, engagement, and clicks.
When we tell a story, we lead with truth, human impact, emotion, and relevance.
Because when we do that, our audience doesn’t feel marketed to; they feel seen. And that’s what builds trust, loyalty, and long-term impact.
As communicators, we aren’t just messengers. We are storytellers and meaning makers to the organization.
Whenever we approach a piece of content, we ask:
1. Is there a human truth or emotion at the center?
2. Could this story be told around social media, published in magazines, or picked up by a journalist?
3. Would someone share the story or piece of communication with their network, or say, “Have you seen this”?
If the answer is no, we go back and rethink it.
Social media is evolving
In today’s digital-connected world, social media platforms are becoming a dominant force in media and entertainment (Source: Deloitte). Platforms like Facebook, Instagram, Twitter, LinkedIn, WhatsApp, and countless others have transformed how we share ideas, connect with people, and consume information. In a digital world overflowing with content, social media communications has evolved from a promotional tool into a powerful strategic function, one that shapes perceptions, drives engagement, and builds authentic relationships between brands and audiences. Social media is no longer a channel, but a conversation hub.
It has become a critical tool for communications, conversations, marketing, stakeholder engagement, and reputation management. It is a medium for storytelling, exchanging messages, discovering new ideas, people, videos, reels, announcements, and offers unparalleled reach and speed.
However, the question remains: Is social media the only means of communication?
The answer is ‘No’, social media is far from the only way we communicate, although its influence is growing. We understand it’s getting non-negotiable given that everyone wants to be active on social media, and our minds, souls are glued to it.
The best content teaches, entertains, or inspires.
Communications is evolving, so are the communicators
Marcomm professionals today are not just content writers or graphic designers or strategists. We are a community engager, a digital diplomat, a real-time responder, and above all, a storyteller. It’s not about saying more, it’s about saying what matters and saying it well.
In a nutshell, Marcomm is all about clarity, connection, and consistency. When these three elements align, Marcomm becomes more than messaging, it becomes a strategic force that drives reputation, relationships, and outcomes.