As a team we were posed with the question – what is the role we play and how we are making a difference as communicatiors. The responses that went around the table sounded transactional. The strengths we bring to the table, the years of experience and the focus areas. What we probably missed were the ‘understanding our target audience’, making sense of information and converting into opportunities for communication. Finally how we ensure others become better communicators. I have mostly seen communicators ‘protecting their turf’ like communications as a portfolio belongs to them! While we put aside insecurities about the job, I believe we get better when we make our ‘stakeholders’ look good and communicate better.