What they're saying

Last night after our event, we gathered two dozen senior communications and corporate affairs professionals for dinner across the street where my Axios colleague Hope King set a pretty good ground rule for the discussion: Let's not talk about AI!

• So we didn't, and it turned into a conversation about how to actually do the job of comms during this volatile and politically charged moment in time.

Why it mattered: It can feel like so much work if communications is overtaken by responding to the latest outrage or chasing down some hot takes on how AI is going to upend everything.

• Spending an hour or two connecting about the basics was a welcome reprieve.

Here's what we heard:

• Employees are the focus.
• "We are making employees that most important audience, and viewing press, social and advertising as opportunities for surround sound, … [it's about] merchandising good news stories and social content and pushing it under the noses of our employees," said Steven Restivo, VP, global communications at United Airlines.
• "If you're really an inside-out organization and tell your stories internally best first, then hiring journalists and turning them loose as reporters inside a company is actually a great way to find human, tangible, granular stories of what your people are doing. You're then able to open that flower up to the world and say, 'See that?' And there's trust building and understanding that comes with it," said BCW CEO Corey duBrowa.
• Tap employees as influencers.
• "They can be our best ambassador. They can also be our biggest detractor if not engaged properly," said Megan DiSciullo, U.S. and Mexico communications leader at PricewaterhouseCoopers.
• "It also help with retention and recruiting — especially Gen Z," said Deidrea Miller, SVP and head of communications for Christie's Americas. "They don't want to just hear from a recruiter. They want to see the day in the life on the job with someone who looks like them."
• Everything communicates, and visuals are just as important as words.

• "An image translates quickly, is often clicked on more, and younger people tend to visualize the process more," said Archewell senior advisor Christine Schirmer. "Sometimes I have a little bit of regret for how many times I have wordsmithed something to death when a picture would have been a more attractive way to grab attention."
• Strategic silence is likely to lead the strategy of business leaders and brands in 2024.
• Yes, but: When companies do engage, communications will be at the center of the decision making.
• "You can't make a business plan without being able to communicate it. You can't respond to the needs of the society around you or prep for geopolitical challenges without being able to communicate well," said Salesforce head of public affairs Margaret Taylor.