In the modern workplace, good communication is more than a “soft skill”; it is a strategic advantage. Yet many companies, particularly in Antigua and Barbuda, still treat communication as an afterthought rather than a business necessity. The truth is that a company’s communication style often determines its overall success.

**_The Power of Internal Communication_**

Internal communication is the engine that keeps an organisation running smoothly. Studies show that it serves a critical function in influencing employee attitudes and driving operational success. More importantly, employees who understand the company’s mission and feel heard are more likely to stay engaged, collaborate effectively, and represent the brand well.

But too often, internal messages are vague, inconsistent, or top-down. Employees receive directives without context. Meetings lack clarity. Feedback is rare. Research says this leads to confusion, low morale, and disengagement.

Smart companies are shifting this paradigm. They work with communications specialists to create internal communications strategies that often include: open channels for dialogue, regular team briefings, digital tools to keep employees updated, and a culture that fosters loyalty and inclusion. They understand that employees are not just workers; they are an integral part of the company’s system.

**_External Communication Builds Trust_**

Externally, communication defines how a company is perceived. Customers are no longer content with run-of-the-mill marketing or out-of-touch Public Relations, they want transparency, responsiveness, and authenticity. The companies that succeed in the marketplace are those that understand that External Communications is multifaceted and there is no quick fix; it is a long-term investment that requires communicating with purpose and consistency.

Take communication with the client/customer, for example. Companies that communicate proactively ahead of a crisis make it clear that their brand and customers matter. However, a crisis is not always foreseeable, and in those situations, time is of the essence. A quick, clear, and empathetic response builds trust. On the other hand, silence or poorly worded responses during a crisis can erode trust instantly.

Consider how some regional companies handle crises, some go silent, others get defensive, while the few that communicate well maintain public confidence even under pressure. Good communication doesn’t always mean having all the answers. It means showing up, being honest, and keeping stakeholders informed.

**_What’s Holding Businesses Back?_**

Despite the clear benefits, many companies remain resistant to investing in communication. Some believe it’s too costly or time-consuming. Others rely on outdated methods, assuming “people will figure it out.” But ineffective communication costs more in the long run, through high staff turnover, reputational damage, and, more importantly, lost business.

The truth is, communication requires intention and expertise. It’s not just about having a social media page or sending an email memo. It’s about creating strategies that align with your company’s goals, brand, and people. It’s about knowing when to speak, how to speak, and who to speak to.

**_A Smarter Way Forward_**

It’s time for business leaders to treat communication as a core pillar of their operations, not an afterthought. That means hiring communications professionals to train staff in effective communication, empower internal communicators, and create client engagement strategies.

Companies that communicate well build stronger cultures, earn greater customer loyalty, and navigate challenges with resilience. The competitive edge lies not only in what a business does, but in how it tells its story, internally and externally.

One of the most valuable assets a company can manage is its communications. Those who take it seriously see success and know that ‘Talk is not Cheap.’ **Andrena Athill DaSouza, LLB, LEC, LLM, MA,** is a Communications Consultant, Attorney-at-Law and a fellow of the International Center for Journalists. She is the Managing Director of Athill Advisory, a full service Communications Consultancy in Antigua and Barbuda, and can be contacted via aathill@athilladvisory.com or www.athilladvisory.com