By Shariva Zender
From the outside looking in, communications seems like one of the most exciting fields to be in. From glossy branding, perfectly timed tweets and messages that spark conversation.
But here’s the unfiltered truth: communications is not for the faint of heart.
Behind the polished statements and compelling narratives lies an endless balancing act between clarity and complexity, but most of all finding the balance between strategy and speed. And in today’s easily offended, deeply distracted world, being a communicator has never been more challenging.
Here are a few hard truths I’ve come to accept, and embrace, along the way:
1. People Don’t Owe You Their Attention
We are competing with a never-ending feed of memes, trending topics and breaking news. Even your best copy will be ignored if it doesn’t resonate instantly. The harsh reality? Your audience doesn’t owe you anything—not their time, not their attention and certainly not their loyalty.
Every message must earn its place. Know your audience. Speak their language and add value fast.
2. Authenticity Is Not a Buzzword, It’s a Baseline
People can spot insincerity from a mile away. It doesn’t matter how polished your comms are, if they don’t reflect what’s really happening behind the scenes, the disconnect will show.
If it’s not real, don’t say it. Communications must reflect culture, not cover it up.
3. You’re Only as Good as Your Last Message
Communications doesn’t have a long memory. No matter how many great campaigns or successful launches you’ve had, the one poorly handled issue or tone-deaf post can define your reputation.
Stay humble. Stay sharp. Consistency isn’t just the measurement, it’s survival.
4. Internal Buy-In Is Half the Battle
Sometimes the biggest challenge isn’t the audience but internal alignment. Getting leadership, legal, HR and all employees on the same page can feel like a full-time job in itself. Yet, without that alignment, even the best strategy will fall flat.
Relationships matter. Influence is built over time. You can’t communicate effectively externally if you’re fragmented internally.
Communications is not always going to be glamorous. It’s pressure-filled, ever-evolving and often a thankless job. But it’s also one of the most powerful tools any organisation has. It can bridge gaps and encourage people to act.
For those of us who’ve chosen this path, the reward isn’t just in the applause when something lands, it’s in the quiet satisfaction of knowing we helped shape something real.
If you’re in comms, I see you. And if you’re just starting out—welcome. It’s tough, but it’s worth it.
*Shariva Zender is a seasoned Marketing and Corporate Communications professional with over a decade of experience spanning telecommunications, FMCG, creative agency environments and regulatory industries. Known for a strategic approach and a creative mindset, Shariva has established a reputation for driving impactful marketing initiatives that align with business goals while resonating with diverse audiences.Currently serving as the Marketing and Corporate Communication Manager at the Business and Intellectual Property Authority (BIPA).
