Talbot was speaking at Third Sector’s Creative, Cost-effective Communications conference last week. He told delegates that in order to get the board of trustees to value communications, comms professionals should be running a strategic comms programme about their own work.
In an interview with PRWeek, Talbot said: ‘You have to woo the board. You need to build a relationship with them individually and collectively. You need to be able to illustrate with hard evidence how your communications work is contributing to the organisation’s goals.’
He added: ‘Trustees are volunteers and they have a lot to think about. You need to help them understand comms and its value to the organisation.’
Talbot said positioning was embedded into his organisation’s corporate strategy as one of eight priorities. This helped to make sure communications was not sidelined as a secondary aim.
He also added that having a board-level comms representative was also hugely important, because that person could act as an advocate during trustee discussions.