Communicators around the world are scrambling to meet the communications demands triggered by the COVID-19 crisis. At this point, we’re all running on empty, and cracks are starting to form in organizational communications.

If you’re a weary communications professional wanting to make maximum impact with limited time and resources, my recommendation is that you focus your efforts on coaching leaders to support their communication efforts.

The function of leadership communications cannot be relegated to the communications team – it is a role that must be fulfilled by senior executives, and it requires sustained effort and commitment over the long haul. You can add unique strategic value not only from the work that you do directly, but from the work you empower your leaders to do effectively through coaching.