“There is no other place in an organization where all the different points of the business come together outside of communications,” Collins said.
This perspective positions communications leaders to challenge assumptions while strategy is still being shaped.
For Jason Schlossberg, chief communications officer at SharkNinja, the role carries real weight on the growth side of the ledger.
“There’s this idea that it’s all about risk management, which, of course, is important, but you also have to know how to push forward,” Schlossberg noted. “You need to know how to make change and experiment if you’re going to grow.”
Reputation doesn’t begin with a press release. It takes shape far earlier, in the decisions that precede one. The chief communications officers on this panel made clear that the sooner they’re in the room, the better the outcome.
