Designing Teams That Deliver
Every great communications team has the same secret: it is defined by alignment, not titles, budgets, or even talent. When a team’s work connects seamlessly to the organization’s strategy, goals, and identity, performance accelerates. When it does not, even the most capable professionals struggle to make an impact.
That alignment is harder than ever to achieve. CEOs are navigating volatile markets, redefining their positioning, and managing constant change. At the same time, communications has been transformed by AI, automation, and hybrid work, while brand perception now sits largely in the hands of consumers and stakeholders.
In this landscape, a high-performing communications team must be strategically focused, agile, and deeply connected to the organization’s purpose. Here are five steps to build one:
Assess Your Current Team
Start with a clear-eyed audit. Meet with each team member individually to understand their strengths, skills, and career ambitions. Ask whether their current role makes the most of their abilities or whether a shift in responsibilities could unlock higher performance. Try not to overlook hybrid and remote dynamics: is everyone equally equipped, empowered, and accountable regardless of location?
Look Under the Strategic Hood
Find your organization’s current business strategy and study it in detail. Is it current? Do all senior leaders interpret it the same way? Review past strategies to spot shifts in priorities and tone. The clearer you are about the organization’s direction, the more precisely you can align communications to support and accelerate it.
Evaluate Your Communications Strategy
Compare your communications strategy directly to the business strategy. Are they truly aligned or simply adjacent? Every piece of content, message, and media engagement should reinforce the organization’s long-term goals. Leverage AI tools, analytics, and audience insights to refine messaging and reach. High-performing teams measure, adapt, and lead through data-informed storytelling.
Determine Fit and Structure
Step back and look at the team as a system. Do job functions, reporting lines, and locations support organizational goals or slow them down? Can your team pivot quickly in response to reputational risks or emerging opportunities? The best teams balance clarity of role with flexibility of mindset, enabling them to act decisively when conditions shift.
Hire for Collaboration
The most effective teams integrate seamlessly across departments and focus on shared wins. When hiring or promoting, prioritize emotional intelligence, humility, and a collaborative spirit especially across functions, time zones, and cultures. Confidence matters, but curiosity, teamwork and personal motivation matter more.
High-performing teams are intentionally designed. As a communications leader, take an active role in mapping the skills your organization needs, crafting outcome-focused role descriptions, and participating directly in recruitment. At the contract stage, ensure alignment by embedding expectations for collaboration, performance, and adaptability.
A deliberate, strategic approach builds not just a team that performs but one that evolves with your organization and consistently delivers at the highest level.