""created an opportunity that very few companies have, which is, how do you tell the story of the next chapter?" Channick says. " And so that's a big focus of the communications team." "What we're focused on is, how [can] the communications team be like a vessel to tell the story about where we're going, so that we aren't just defined by our past.""
""Can we tell more stories than stories that come into us? That's a metric that we measure," says Channick. "You don't want to play kids' soccer," i.e., chasing the ball everyone else and leaving the rest of the field - proactive storytelling - uncovered. "As a leader, it's about making sure that you have people that can feel insulated from the inbox so they can focus on actually telling the stories you want to tell.""
""If you think about advertising technology, you think about social media and how businesses utilize it," he says. "And you think about blockchain, crypto and now AI. ... The through line is, how can you take complex ideas and create clear narratives that drive growth and drive trust and drive understanding?""
Meta's investment provides a tangible vote of confidence while leadership uses recent departures to define the company's next chapter. Communications prioritizes proactive storytelling, measuring the ratio of stories the company tells versus reactive stories it receives. Teams are being structured to resist constant inbox-driven reactions and focus on strategic narratives. Leadership emphasizes translating complex fields—advertising technology, social media, blockchain, crypto, and AI—into clear narratives that build growth, trust, and understanding. A modern media mix is required to reach key audiences, and communications must act as a vessel to expand and control the company story moving forward.
Read at Axios
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