Article
August 19, 2025
By Michael Moroney, Elizabeth Cook and Michelle Mulkey
FleishmanHillard launches The Modern Comms Calibration ahead of the 2026 communications planning season
Uncertainty is no longer a passing phase. It’s the new default for business. From fragmented media and cultural volatility to shifting regulation and political polarization, change is now constant. Communicators have been on the frontlines of this evolution, and as a result, communications leaders have earned a seat at the table.
Over the last several years, the function has grown in importance, with communications teams tirelessly managing stakeholder expectations, protecting reputation, and influencing business strategy, moving far beyond writing traditional PR plans. But as we adapt to an environment of never-ending uncertainty, the bar is shifting again,
High-performing teams have built systems to manage constant crises and reclaimed time for proactive, reputation-defining strategies. They’re building messaging and thought leadership POVs that spotlight what business leaders have to offer by leveraging audience data and emerging media trends to drive focused, relevant conversations. And the teams making this pivot, from the trenches to the track, are amplifying their competitive differentiation and driving results for the business.
So how do we move more teams further, faster, toward today’s modern PR performance? The challenge is that many communications functions are consumed by the present. They’re caught up in today’s stories, issues, and shifts with too little time, space, or direction to focus on what’s next. Most teams do not lack effort. What they often lack is a shared picture of where they are going and how they will get there.
Winning starts with a function organized around today’s realities: decisive, focused, and able to navigate a complex, ever-evolving landscape. Leadership, both within communications and across the business, must set a clear direction and hold teams accountable.
To help clients assess where they stand and where to focus, we developed The Modern Comms Calibration. It’s a fast, practical diagnostic that assesses a communications team’s maturity and provides a clear path forward. We use it to align leaders, sharpen priorities, and accelerate results.
We have worked alongside some of the world’s most ambitious companies to modernize their communications operations. Coming out of these partnerships, we’ve identified six characteristics that set high-performing teams apart:
- Business Acumen: The most effective communications leaders are fluent in business strategy. They use that understanding to drive messaging, shape campaigns, and ensure the function’s outputs ladder directly to growth and performance goals.
- Relevance and Authenticity: Winning organizations are direct and clear in how they communicate. They speak in a tone that reflects their values and connect with the culture in ways that are meaningful, not performative.
- Audience Orientation: They know who matters most, and they adapt accordingly. These teams actively engage stakeholders where they are—across new platforms, channels, and formats—with an understanding that traditional assumptions about audiences no longer apply.
- Risk and Opportunity Readiness: These teams don’t just respond quickly. They prepare early. They invest in systems to monitor risk, rehearse scenarios, and are ready to act when the moment requires it. And when opportunity presents itself, they are often first to move.
- Data Driving Decisions: High-performing teams define success in business terms, not just media metrics. They track performance and feed those insights into planning and prioritization. They understand what is working, why it’s working, and where to push further.
- AI Adoption: They are not waiting for AI to become a mandate. They are already embedding it into workflows. From message testing and stakeholder modeling to drafting and deployment, they are using AI to drive scale and precision without sacrificing trust.
These six areas are not aspirational. They are actionable. They reflect what we have seen work in the real world. And they guide teams toward impact, not just improvement.
Communicators are under pressure. But they are also uniquely positioned to lead. With the right structure, direction, and tools, they can be the difference between reacting and winning. We’ve seen it happen. And we’re ready to help others make it real.
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