So, Internal Comms Professional, Why Should the CEO Respect You?

If you’re working in internal communications and don’t have business acumen, you’re putting your career at risk.

That might sound harsh, but it’s the truth. As AI takes over more tactical tasks, organizations need communication professionals who can think strategically, align communication with business goals and priorities, and demonstrate their value in terms that matter to leadership.

Without business acumen, IC professionals risk being sidelined or, worse, replaced.

So, the question isn’t just, Why should the CEO respect you? It’s also, What are you doing to deserve that respect, and to future-proof your career?

Harsh Reality

Back in 2018, I wrote a how-to guide for Poppulo on Business Acumen in Internal Communications, which you can download here or listen to a Notebook LM podcast based on it here.

My Poppulo guide laid out why understanding business is critical for IC professionals to elevate their role. But here we are in 2025, and not much has changed.

Too many IC professionals are stuck in tactical tasks, working hard but not necessarily focusing on the bigger picture. They’re undervalued because they’re not consistently demonstrating their strategic value.

If you feel the CEO doesn't respect you enough or you don't have their ear, it's not because they don't care about communication. It's because you're stuck in the tactical comms weeds and haven't shown yourself to be the big-picture strategic comms advisor they need you to be.

What You Need to Do to Stay Relevant

If you want to grow your career in internal comms, it’s time to level up. Here’s what you need to focus on:

1. Build business acumen

If you can’t speak the language of business, how will you show that communication drives outcomes? You don’t need an MBA, but you do need to understand how your organization works, how it makes money, and what keeps your CEO awake at night.

Start with the basics:

• Learn about key performance indicators (KPIs or perhaps OKRs) and how communication impacts them.
• Read and seek to understand your company’s financial reports (I know many of you might work on these reports) and industry updates.
• Ask questions. Lots of them.
• Read my Poppulo how-to guide from 2018: Business Acumen in Internal Communications—Why it Matters and How to Build It.

The more you know about the business, the more credible you’ll be in leadership conversations.

2. Embrace AI as a tool, not a threat

AI is already transforming IC. It’s taking over tasks like writing, scheduling, and data analysis, freeing you up to focus on strategic work. But here’s the catch: if most of what you do is execute, AI could replace you.

Use AI to your advantage by:

• Streamlining your workflows so you have more time for high-value work and do less grunt work.
• Analyzing engagement metrics and sentiment to show communication’s impact.
• Gaining insights to inform your strategy and connect the dots between communication and business goals.

AI is a tool, not a competitor, if you learn how to use it well.

3. Stop being “the commsperson”

If your role is limited to drafting emails and talking points, managing newsletters, or putting out fires, you’re playing it too small. To grow your career, you need to stop being a task-doer and become a strategic partner.

That means:

• Bringing insights from employees and stakeholders to the leadership team.
• Helping the business navigate risks and seize opportunities.
• Framing your work in terms of business outcomes like growth, culture, and reputation.

Don’t wait for someone to invite you into the conversation. Show that you belong there.

4. Make learning a priority

To stay relevant, you need to keep growing. Build your business skills through training, mentorship, or even self-education (there are many low-cost options if your employer lacks the training budget). Collaborate with colleagues in other departments like finance, risk, HR, or strategy to learn from their expertise.

The more you learn, the more valuable you’ll become, not just as a communication professional but as a business contributor.

Your Career Depends on It

Business acumen isn’t a “nice-to-have” for IC professionals. It’s your ticket to staying relevant, respected, and employed in the age of AI. CEOs respect people who add value, solve problems, and make their lives easier. If you’re not showing them how communication does that, why would they listen to you?

It’s time to step up. Expand your role as a communicator—become a strategist, a connector, and above all, a business thinker and doer who understands and drives value. Learn the language of business. Use AI to amplify your impact. Connect communication to the goals that matter most to your organization.

When you do, you won’t just grow your career, you’ll earn the respect you deserve.