Flex or Fade: Adaptability in the New World of Comms

Clarissa van Emmenes:

“Adaptability”…remember when that used to mean pulling together an emergency media commentary, fixing typos on the CEO’s slides at the 99th hour or answering a crisis comms call at midnight? 

Lately however, it feels like the ground has been shifting faster. Teams are smaller, budgets are tighter, expectations are higher. And now AI has entered the mix, promising to both lighten the load and raise the bar. 

So what does adaptability look like in practice, beyond simply keeping your head above water? The challenge isn’t whether we can adapt. We always do. The challenge is how to adapt in a way that keeps us effective, focused and still standing at the end of the week. That’s where a framework approach helps; something to take the chaos of shifting demands and translate it into practical steps. 

Evaluate 

Adaptability isn’t about doing everything. It’s about pausing to ask: what really matters today? What will actually move the dial? 

If we can hone our ability to filter noise from signal, we can create space for the right work to rise to the top. 

Before you open your inbox, jot down the three things that will move the dial this week. Share that list with your manager or team so expectations are aligned. It reframes the day from “reacting” to “delivering with intent.” 

Nurture 

When priorities shift (and they always do) adaptable comms people explain the “why” to stakeholders. It’s not just about changing tack, it’s about bringing others along so they don’t feel blindsided. 

Don’t just send an updated timeline. Pick up the phone, or jump on Teams, and explain what’s changed and why. It prevents surprises, builds trust and shows you’re bringing others along, not just rerouting around them. 

Grow 

Adaptability also means rethinking how we use what we already have. A single piece of content can fuel multiple channels. An AI draft might spark the right idea for a campaign. The stretch is less about producing more, and more about multiplying the value of what’s already there.

Take one long-form asset and map three ways to reuse it. A CEO column can become social snippets, an infographic, and talking points for leaders. AI tools can help reformat quickly, but only you can decide the context and audience. 

Automate 

Tech can’t replace judgement, but it can clear the path. Automating a process or using AI to summarise feedback doesn’t take away from the craft – it frees up space for it. 

Think, and start, small: Automate a weekly report using dashboards, or let AI summarise survey feedback. Save the hours you’d usually spend copy-pasting, and reinvest that time in stakeholder engagement or strategy. 

Elevate 

Finally, adaptability is about perspective. The comms people who thrive are those who step back, spot the patterns, and frame them in ways that help leaders and teams make better decisions. 

After every big project, block 20 minutes to step back and ask: what worked, what didn’t, what should we repeat? Write it down and share one insight with your team or manager. Over time, this builds a bank of “pattern recognition” that makes you sharper and faster. 

Adaptability, in other words, isn’t firefighting. It’s foresight. It’s being able to flex without losing your shape. The goal isn’t to say “yes” to more, it’s to adapt better. 

The opportunity in front of us is to lean into change, not shy away from it. To see AI not as a threat, but as another tool in the kit. To use our adaptability not just to cope, but to guide. 

Because at its core, comms has always been about clarity, connection, and trust. And those don’t go out of style, no matter how much the world around us changes.

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Clarissa van Emmenes is an award-winning communications strategist specialising in aligning internal culture with brand storytelling to drive loyalty, impact and business success. Clarissa is a Communications and Content leader, strategist and integrated communications evangelist. She is also a #WeLeadComms honoree and writes about communications strategy, content and AI in communications.