How To Keep Your Best Communicators Engaged

Note: This IABC Catalyst article explains that organizations retain top communicators by offering meaningful work, growth opportunities, recognition, and leadership that values the strategic role of communication. As a member of the IABC DC Metro board, I enjoy sharing best practices from across the profession, where members work in fields such as corporate and employee communications, marketing and public relations, and media and government relations.

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How To Keep Your Best Communicators Engaged
By Tanya Pikula

In communications, strong performers make all the difference. Whether it’s crafting a message that lands, managing a crisis, or navigating new tools and channels, these are the people who bring clarity and calm to the chaos. They’re the ones you can count on to get it done well, even when you’re not in the room.

You recognize them easily. They’re responsive but thoughtful. When they raise a challenge, they usually come with a few ideas for how to solve it. They can juggle multiple priorities, stay composed under pressure, and often see issues before they appear on most people’s radar. Of course, no one is flawless, but with strong performers you never have to wonder about commitment or follow-through. They’re the ones who give you peace of mind.
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But here’s the thing: those same strong performers are often the ones most at risk of leaving if they’re not recognized or challenged. They’re driven by curiosity and learning. They want to grow, to try new things, to be part of the next interesting project. And when that doesn’t happen, they’ll eventually find a place where it does.

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