Strategic CommunicaTIONS Advisor

Who Is a Strategic Communications Advisor, and Why Is Their Role So Important?

In recent months, I’ve been frequently asked whether a Board of Directors needs an Independent Director for Strategic Communications and how this position should be viewed. I understand the interest—especially now, as financial markets remain in a state of anticipation. Some are analysing the unpredictable actions of the new U.S. administration; others are preparing for IPOs or trying to streamline investor relations while weighing the pros and cons of working with Europe, Asia, and America.

The first and foremost point: Yes—an Independent Director is crucial for any large business involved in financial markets. This role is not merely honorary or simply a seat on the board; it requires a significant amount of work that directly influences the company’s success and prosperity. Having served as an Advisor or Independent Director on the boards of major state and private companies in the UK, the Netherlands, Kazakhstan, China, Russia, and Uzbekistan, I’ve often observed situations where board members were brought in solely as figureheads to leverage their name recognition. Trust me, that’s a costly mistake. In such cases, the damages are not counted in thousands but in tens of millions of dollars, stemming from reputational harm and missed opportunities for large businesses, with long-lasting effects.

Timing also matters.

Electing an independent director can take a long time due to bureaucracy. Meanwhile, an IPO has strict timelines. If compelling and effective communications are lacking in the early stages—targeting key audiences—this can create negative stereotypes. Financial consultants cannot solve this. Preparing and implementing a brand’s strategic communications plan requires expertise and experience. Often, presentations by financial directors and consultants focus solely on past results and investments in new production, which, at best, are dull and, at worst, harmful to the corporate brand. Poor-quality corporate videos and generic presentations shown to international investors and industry experts without an effort to visualise the company’s future weaken positive brand associations.

That’s why Strategic Communications Advisors have begun to play an increasingly vital role. In my practice, I’ve continued working as a board member after serving as a Strategic Communications Advisor for several years.

So, who is a Strategic Communications Advisor, and what do they do?

We live in an era where brand reputation can be worth billions, and one clumsy tweet can crash a company’s stock. For example, in 2024, mining giant BHP’s value was estimated at $6.1 billion, and logistics operator UPS at $20 billion.

The recent fall in Tesla’s share price illustrates the reputational damage a company can suffer. As of March 27, 2025, Tesla’s stock trades at around $272.06, down from $463.02 in early December. This drop—roughly 40%—resulted in a market cap plunge from $1.47 trillion to $833 billion, due in part to the CEO’s involvement in U.S. political debates.

Why is the Strategic Communications Advisor so critical?

Communications equate to reputational capital. IPOs extend companies beyond their typical industry bubble and into public scrutiny—by investors, regulators, the media, and the general public. When countries rely solely on political or cultural narratives, national companies must also showcase their countries’ economic and investment appeal.

Many national investment forums lack international promotion and are organised in mere weeks—missing the chance to become global showcases. This is true for corporate communications, too. Press releases and recaps of past events are as ineffective as company reports about previous quarters. Expectations, not retrospectives, drive financial markets. What matters is the vision of the leadership and how effectively it is communicated globally. Tesla is a prime example—when Elon Musk was inspiring and bold, and the brand soared; confidence eroded when he shifted focus to political tinkering.

Strategic communications aren’t the same as PR.

They aren’t about broadcasting annual results or forecasts but about strategic, long-term, targeted engagement with global stakeholders: investors, environmental groups, regulators, analysts, and media.

A Strategic Communications Advisor will:

• Evaluate the adequacy of internal and external communications strategy.
• Shield long-term interests from short-term noise.
• Build trust in top management—especially during IPOs and volatile market conditions.

Why is their independent perspective a strategic business asset?

The bigger the company, the higher the risks. IPOs bring hope—and risk. Undervalued companies? Are strategic assets sold too cheap? Strategic Communication Advisors help prevent such scenarios. In many cases, selling shares to a “strategic partner” meant giving a competitor control over company decisions—essentially losing control of future business development.

Large national companies often focus too much on regional social projects or national reputation campaigns, neglecting multilingual communication targeting global markets. Even when some content exists, it’s often poor in quality, missing the mark for international stakeholders.

As an external but invested party, a Strategic Communications Advisor is uniquely positioned to spot risks. Their motivation isn’t just financial—they value their public reputation and guard it fiercely. Unlike consultants who produce financial reports and call it a day, strategic advisors ensure global roadshows are meaningful—not just investor meetups but events that engage opinion-makers and analysts.

They can predict PR crises, reputational threats, and investor sentiment.

Experienced advisors also design crisis communication systems that protect brand equity and minimise damage during unexpected events.

Strategic communications is not traditional PR. In my 25+ years of consulting, I describe the difference this way:

PR tells the story of a company moving from point A to B. Strategic communications create the vision of point C— shaping the company’s future through meaning, visuals, and narratives that earn trust, decisions, and investment.

A Strategic Communications Advisor must be able to:

• Develop and oversee crisis and anti-crisis scenarios to prevent reputational and financial losses.
• Define the tone and level of corporate communications—from IPO announcements (S1) to quarterly reports and earnings calls.
• Be responsible for ESG (Environmental, Social, Governance) integration and implementation—today’s global standard for assessing company sustainability, responsibility, and leadership maturity.

After the IPO:

New challenges emerge:

• Misinterpretation of company strategy by investors, analysts, and regulators;
• Media and analyst pressure;
• Risk of leaks, manipulation, rumours, and targeted information attacks.

In this environment, a Strategic Communications Advisor is no longer just an expert—they become a key strategic asset, managing information flows, shaping the brand’s image, and protecting the company in a volatile market landscape.

I will be grateful for all your comments on this subject.