In February 2024, Stephanie Roberts joined Max Forsyth, Managing Director and Founder of Comms Search & Selection, on the Comms Coffee Club podcast.
Roberts joined Forsyth, based in the UK, from Japan, where she has been stationed for the past two years. The conversation delved into the complexities of global communication strategies, cultural nuances, and the evolving role of corporate communications in today's interconnected world.
Some of the topics discussed included:
Cultural Differences in Employee Engagement
Roberts highlighted the stark contrasts in employee engagement practices between Eastern and Western cultures. In countries like China and Japan, the value placed on in-person interactions and town halls is significant. Recognizing and catering to these unique communication preferences is crucial for any global strategy, especially when considering language barriers and local customs.
External Communication Challenges in Japan
The conversation also touched on the reactive nature of public relations in Japan, a stark contrast to the proactive media engagement often seen in Western countries. Roberts emphasized the need for a tailored approach to global communication strategies, taking into account the diverse audience and cultural nuances in each region.
Geopolitical and Societal Influences
Forsyth and Roberts delved into the impact of geopolitical and societal issues on corporate communications and the growing expectation for companies to take a stand on various issues, particularly in Western countries. Topics like sustainability and diversity, equity, and inclusion (DEI) are now at the forefront, with varying degrees of pressure and opposition across different regions.
Global Strategies and Human-Centered Narratives
Roberts shared that human-centred narratives and corporate social responsibility (CSR) initiatives are universally well-received, fostering employee and stakeholder engagement. These strategies transcend cultural boundaries and are a cornerstone of successful global communication.
Cultural Insights and Leadership in Japan
Reflecting on her experiences in Japan, Roberts discussed the shift towards hybrid working and the challenges it poses for managers. Also, Roberts praised the leadership visibility and openness of her current CEO, highlighting the importance of dialogue and employee feedback in shaping workplace culture.
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