How long should it take to get a communications project approved? The answer can either be hours or an entire annual cycle.
In this episode of Little Questions, Apella partners and hosts Jenny Scott and James Kirkup explore why sign-off gets stuck and how communications leaders can help projects move forward without sacrificing trust or reputation.
Jenny recommends understanding an organisation's culture, choosing your battles, and listening carefully before making your case. She shares how she approached the boardroom: let others speak, reflect back what you've heard, then offer a few considered observations that address concerns already raised. The conversation also considers when to seek senior buy-in early, how trust gives communications teams room to act, and why some difficult feedback is better delivered in private.
From internal approvals, Jenny and James turn to reactive communications. They discuss how pre-cleared holding lines and empowered first responders can help teams respond promptly to journalists, while recognising that technical facts may need careful verification. They also consider how communications teams can demonstrate their value, not only through visible outputs but also through the risks and crises they help prevent.
If you work in communications, corporate affairs, or any role that depends on cross-functional approval, this episode offers practical ideas for building relationships, handling objections, and getting the right response out in time.
Jenny Scott is a former Executive Director of Communications at the Bank of England. She was an advisor to the Governor and sat on the Bank's executive committee and risk committee. She was formerly economics and politics correspondent for the BBC and presenter of the Daily Politics. Trustee of Pro Bono Economics.
James Kirkup has over 20 years in high-profile Westminster roles including Political Editor of the Daily Telegraph and Director of the Social Market Foundation. Extensive experience of thought leadership and advocacy work, with a particular focus on the relationship between business, politics and public policy. Continues to contribute regularly to national media outlets as a columnist at the Times and Spectator.
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This podcast is produced by The Podcast Coach.
