Johnny Smith, Vice President of Communications for Roche Diagnostics North America and former track and field athlete, understands that people-focused leadership is crucial for driving organizational growth. His discipline and accountability on the track now guide his approach to corporate communications. In a recent interview with Doug Simon, CEO of D S Simon Media, Johnny explains how prioritizing people relationships and aligning communication strategies with business goals can significantly boost organizational success.

Navigating a large organization and implementing change is no small feat. Johnny highlights the importance of building strong relationships and investing in people. "It's important to determine who your allies are and truly invest in people," he says. This investment involves understanding peers' motivations and success factors, and tailoring communication strategies to support organizational growth.

Doug echoes this sentiment, noting, "PR should be about people relationships, which applies to every aspect of reaching your audience and getting buy-in from others."

Johnny delves into the importance of aligning communication strategies directly with business objectives. "Understanding how communications create value and aligning it with business objectives is crucial," he states. This alignment forms the foundation of his approach, ensuring that every tactic and activity supports the overarching business goals.

Doug underscores the importance of this alignment by asking, "How do you ensure that your communications strategy is always connected to the business objectives?" Johnny responds, "Once you have those strategic objectives, prioritization should guide what you do to directly connect back to your comms strategy and the business objectives." This ensures that every element of the communications strategy effectively supports the company’s goals.

Doug further inquiries about implementing these strategies, asking, "Once you've established your strategic priorities, how do you go about getting buy-in from the rest of the organization?"

Johnny shares his method, which revolves around discipline and flexibility. He uses a confidence level scoring system to evaluate projects, ensuring that only those significantly contributing to business objectives move forward. "We evaluate key projects to determine if they meet a confidence level scoring," Johnny explains. "If a project requires significant resources, we assess its desired outcome and its support for the business." Projects that don’t meet the criteria are re-evaluated or paused, allowing the team to focus on more impactful efforts.

Flexibility within the framework is another key component. "Giving your teams the flexibility to work within the framework to make it their own is essential," Johnny advises. This approach empowers leaders to adapt and ensure project success, fostering a sense of ownership and accountability.

Doug probes further into the challenges of prioritization, asking, "What are some common mistakes communicators should avoid when setting priorities?" Johnny warns against reverting to old ways of thinking and responding solely to urgent requests. "Prioritization is about focusing on projects that have the most impact. It’s easy to revert to old methods if you don’t have a system or mindset shift," he cautions. Johnny emphasizes the importance of concentrating on work that aligns with strategic goals rather than being overwhelmed by urgent but less impactful tasks.

Reflecting on his athletic background, Johnny draws parallels between sports and business. "As a track and field athlete, there’s individual accountability and a team goal, much like in business," he shares. This mindset translates into the corporate world, where discipline, accountability, and teamwork are essential for success. "Any leader needs a high level of accountability and discipline. It starts with having a strong commitment to one’s craft."

Doug, appreciating Johnny’s insights, notes, "It's interesting how much of your athletic experience translates into business success. The discipline and accountability you've developed clearly play a significant role in your strategic approach."

In closing, Johnny’s insights offer valuable lessons for communication professionals aiming to achieve strategic prioritization and effective change within their organizations. His emphasis on understanding the business, building people relationships, maintaining discipline, and avoiding common pitfalls provides a comprehensive framework for organizational success.

D S Simon Media is well known as a leader in the satellite media tour industry and produces tours from its studio and multiple control rooms at its New York headquarters. Clients include top brands in healthcare, technology, travel, financial services, consumer goods, entertainment, retail and non-profits. Established in 1986 the firm has won more than 100 industry awards.

View all of the interviews in the “PR's Top Pros Talk” series. Interested in taking part? Contact Doug Simon at [email protected].