7 key hires for maximum-strength business communications

by | Nov 27, 2018 | Marketing, Public Relations

Business communications is the lifeblood of any enterprise. Its success largely depends on the effectiveness of those communication with both internal and external audiences, and the ability to build good relationships to boost productivity and the bottom line.

Putting together the right team makes it possible to create a unique experience for customers and prospects. We’re aware of the value of PR practitioners, but here are some other crucial comms roles which need to be filled for the company to run efficiently:

1. Marketing representative

A marketing representative is responsible for promoting products and services. He/she ensures that the business is portrayed in a positive light. In cases where they don’t also tend to PR, they tend to work closely with PR reps and relevant staff to develop an effective sales plan, target prospective customers, and identify key regions in which to launch a sales campaign. They reach out to potential clients, respond to complaints, demands and criticisms, keep track of sales, promote and gather customer feedback, review sales performance, and present customer feedback to the management team.

2. Copywriter

Every business needs to engage a freelancer, copywriting agency, or employ a copywriter who will create sales concepts, write an engaging copy for the business website’s landing pages, emails, and social media pages, and be able to develop persuasive calls to action that drive sales and overall marketing strategy.

It is important to have a strong online presence in order to capture more customers. The professional writing services of a copywriter will help to drive SEO efforts and improve online visibility through impactful web copy and web content creation.

Copywriters provide the words and verbal content that accompany the visual elements of the business website. They often work closely with the art directors and customer relations team to create concepts that work. Businesses may hire copywriters on a freelance basis or as permanent staff.

The key functions of the copywriter include:

  • To engage the target audience and present the core message of the business
  • Work closely with other members of the PR and marketing team to create impactful graphic and copy ideas
  • Present workable options to the satisfaction of the client.

3. Business analyst

The business analyst reconciles business ideas and capabilities. An analyst collects, measures, analyses, and interprets data necessary in keeping track of business success. The role helps to adequately target demographics, segment the customer base, and analyze the effectiveness of marketing and PR campaigns. To encourage growth, there should be continuous testing and optimization of campaigns.

4. Web designer

The web designer works with the business marketers to design the business website and keep it up to date. They improve the online marketing efforts of the business by ensuring that the right SEO tactics are implemented. Web design is important for a positive brand image. It influences the way customers and prospects look at the business. Prospect conversions and a low bounce rate depend a great deal on an impressive user interface.

5. Social media manager

Having a strong social media presence is important for consumer outreach and business growth. It improves how the public relates with the company, boosts brand awareness, authority, and loyalty, consumer interaction and feedback, SEO ranking, and traffic.

The primary focus of the social media manager is to launch organic and paid social media campaigns.

The social media manager is responsible for social media outreach and the consistent management of content across the business website and social media networks. The role should monitor and regulate online conversations, maintaining the online reputation of the business. This is an essential hire since social media engagement is no longer an option as far as business growth is concerned.

6. Content strategist

The content strategist works closely with the social media manager and campaign strategist to develop and deploy effective content, help shape the inbound marketing strategy of the business. They seek to discover customer’s wants and needs, seeking out ways through which the business can serve those needs.

With the information provided by the content strategist, targeted and impactful content relevant to different consumer personas at the various stages of the buying cycle can be created.

7. Campaign strategist

The campaign strategist discovers cost effective marketing campaigns that create the greatest impact. They help promote the business’s marketing presence, provide advice on areas of investment, and set business priorities.


It is important to note that hiring the right personnel will not only boost profit, but also improve how prospects and clients relate with your company. Ensure that every employee undergoes some form of training to acquire or improve their PR skill. This will go a long way in making your business last a long time—as whoever comes across any member of your staff will have positive thoughts about your business and happily patronize.

James Cummings
James Cummings is an experienced digital media expert, writer and business psychologist. As an experienced senior manager, he has helped create and deliver top-level web solutions on numerous projects to some of the world’s leading brands.