• Financial / M&A Communications

    To communicate financial results, an investment or an acquisition requires specific advisory and communication skills.

  • Corporate Communications

    Corporate communications plays an important role in protecting and enhancing corporate and brand reputations.

  • Spokespersonship

    Spokespersonship does not start with the actual delivery of the message to the journalist. Preparations start much earlier.

  • Issues & Crisis Management

    If companies publicly communicate about issues or a crisis well, it protects them from further damaging their reputation.

  • Media Relations

    Companies that are used to only react to media enquiries start to see the benefits of communicating pro-actively and design a structured program.

  • Media Training, Messaging & Positioning

    There are many types of media training. I always have received very good feedback about an effective training which combines media management skills with Message House building.

  • Social Media and Content Management

    Content Management looks at how all earned, paid and owned communication channels are coordinated, for communication with different stakeholder target groups has to be in agreement.

  • Marketing / Brand PR

    Sponsorships of sports events, films or concerts are often a significant marketing investment for a company and therefore brands should aim for the support of a well organized unpaid PR program. 

The Future Corporate Communications Professional is a generalist

Comments (4)

    • Avatar

      Véronique Schyns


      Thank you, Kevin. I like your post too. Especially this part: “But internal communication people need to stop thinking about ourselves as internal communicators. Because we’re simply not anymore. And we shouldn’t be. Internal communicators should see themselves as business people with a specific communication, involvement and engagement business process focus.”


  • Avatar

    AJ Hesselink


    Hi Veronique,

    First off: congratulations on setting up your company. All the best and I wish you great fortune and success.

    I have read your post a few times and struggle a little with it. You raise a lot of very interesting and difficult questions concerning the PR industry, marketing, as well as the media/publishing industry. What I miss is answers to them, though I see you offer directions for thinking of course.

    But what leaves me confused is how those directions lead you to state that the future of the communications professional is one of a generalist. I think the opposite is the case.

    Much like in the broader marketing field, what will differentiate communications professionals going forward is the ability to excel in particular things. To be the very best in curating and creating content for instance. Or to be the best in activating campaign plans via social media. Or to manage issues and crises. To do those things world-class and stay on peak performance through learning and adapting real-time.

    Like in advertising, the time of generalists to me seems to be over. Channels and audiences are diverging and developing their own dynamics. The need for quality content is staggering and rising. Digital activation is a totally different beast than traditional media relations. This cannot be combined in one or two people anymore.

    Plus, the average country now has more graduated communications professionals than cows – meaning companies will increasingly choose specialists who are a perfect match with the specs of a particular requirement – not generalists.

    Anyway, that’s what I think I am seeing happening. Whether I like it is another question.

    Interesting debate. Perhaps we can connect sometime and discuss things further.

    Good luck!


    • Avatar

      Véronique Schyns


      Hi Arent Jan,

      Thank you for your interest, comment and point of view. We are connected through LinkedIn and if you are interested in this topic as well we could continue the debate there.
      Just a short reply to your questions. I can’t have the answer to what happens in the future, nobody can. I think that the industry will always need specialists, and nowadays we have more than ever before, but CEOs and Boards will want to deal with strategic thinkers who might be a specialist in some fields and know enough about developments and trends to brief and evaluate experts. I think therefore that there is a huge opportunity for high level strategic Corporate Communications generalists now.


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