Not on the menu, but in every bite

In any organization, some roles are like the essential, often-unseen infrastructure: absolutely vital, yet rarely celebrated until their absence creates a noticeable void.

Communications professionals inhabit this space.

Diligently crafting narratives, smoothing crises, and building trust, our impact is often subtle, felt more in the avoidance of missteps or the seamless flow of information than in public accolades.

They say ‘’Salt is never praised for being on the menu, but when it's missing, everyone notices." Well, so do we – because, in 2025, our work is more crucial than ever.

Photo Credit: Martina Cilia

In an era of information overload, AI-generated everything, brand skepticism, and the occasional social media storm, we help provide clarity, consistency, and above all, authenticity.

It’s not just slide decks and social media posts (although we do those too – beautifully).

Behind every successful message lies a careful dance.

It’s reading the news with a comms lens, constantly asking: How might this affect us? Do we need to respond? Should we pause something scheduled?

It’s crafting messaging that connects across cultures and time zones.

It’s planning months ahead while staying ready to pivot in minutes.

It’s reviewing creative assets one minute, briefing an agency the next, then grabbing a camera to shoot an interview or snap photos at an event – and later, editing it all into something that actually tells a story.

It’s navigating a world where words aren’t just words – they’re data, perception, nuance, and sometimes diplomatic statements.

So, no wonder we end up obsessing over things most people would never think about — like the difference between a ton and a tonne.

Sounds like just a spelling thing, right? Except: a tonne is 1,000 kg. A short ton is 2,000 pounds. A long ton is 2,240 pounds. And – depending on which one you use – you might be reporting the wrong number… Not great in a moment when trust in information is already fragile.

These are the precise, often unnoticed, efforts that underscore our commitment to building trust and understanding.

On World PR Day, this goes out to the dedicated professionals writing the words no one sees get written. To those working in the margins, behind the curtain, and between the lines.

We’re not here to make noise. We’re here to make meaning. 

[This article was originally published on LinkedIn].