Standing Out: My “Fight the Hype” Take on Corporate Communications

Erik Meyers:

I’ve been working in corporate communications since 2001 and I’ve seen a lot of what works and what doesn’t (LinkedIn). 

Here are my #FightTheHype insights into standing out as a corporate communicator rather than just going with the flow.

1. Don’t blindly follow trends

There are so many examples I don’t know where to start: newsroom, AI, Clubhouse and so much more.

Every one is praised as the latest/greatest/must have and FOMO causes almost everyone to jump on them with the sole goal of following them with little thought behind it before starting.

Before you jump on the latest and greatest, first learn more about it, think about as objectively as possible as to how it can help you in your communications role and then proceed. Important: trial any new trend or technology first before going in full throttle. And if you feel something won’t work for you or your company, speak up and say that. Don’t just feel you have to follow every trend because everyone else is.

In particular with the topic of newsroom I have seen so many fails, and don’t even get me started on AI. And we are already starting to see the AI bubble perhaps not so stable as tech claimed it would be.

2. Don’t set a purely role goal

I don’t know how many people have told me over the years that their career goal is “CEO” or “Chief Communications Officer”. 

Sadly, most of the time they will be sorely disappointed. There aren’t that many of these roles and how people kept them often has less to with being in the right place at the right time than who you know, luck, and a lot of shall I call it ‘massaging your network’.

Don’t be disappointed if you don’t get the role you want: focus on growing your expertise, your experience, and learning as much as you can about being the best corporate communications person you can be.

As you move through your career in corporate communications, keep an open mind about where you want to go. Try to build a broad, international portfolio across multiple industries and communication disciplines, because you never know where that will lead. One added value is knowing more than one language. Personally, I’ve been told many times that I have a unique profile because I have lived in more than one culture and know more than one language. In today’s market, standing out with a unique factor or factors can be crucial.

3. Don’t think it’s all about the corporate jet

I once was shocked when a colleague told me “I don’t care about [industry the company was in], I just want to do communications.

Um, how can you do communications at a company when you don’t care about or even understand what the company does? It’s not just about “leveraging synergies across diverse geographies” or worse, jockeying for a seat on the corporate jet (if there is one).

Explore the company, learn about the products, meet the people at all levels, and deep dive into what makes the company tick, where employees see pain points and more.

4. Don’t be shy about speaking up to executives 

Throughout my career, I have been amazed (read: shocked) that many even senior people have a hard time speaking the truth to executives. My personal experience is that this is exactly what will get you further in your career. Many even difficult executives I’ve worked with appreciated the honesty and standing up to them. It got me a lot of trust and support. 

So, if you notice something wrong or want to bring up a topic that needs to change in the company, do it. Important, of course, is that you have real reasons why the change is needed. In the end, you will stand out as a communicator who really wants to provide consulting, telling the truth to leadership rather than what they want to hear.

In closing…

I hope my #FightTheHype tips have been helpful. Remember: Being your own person, setting your own path and trying out different areas will serve you well as you move through your career. 

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Originally from the US, I’m an author and communications leader who has lived abroad for years and years. My global perspective has shaped my career as a communications leader, where I bring 25 years of experience spanning multiple industries, company sizes, roles, and disciplines.

I’m also the proud author of five books (so far), such as my Sally Witherspoon cozy mystery series. The third book in the series, Death for Sale, was published in January 2026.

I’d love to hear your stories about what worked or what didn’t. And I’m also glad to connect on LinkedIn. Send me your ideas, your questions and let’s talk.