For years, communications professionals have been told to fight for a seat at the table. It’s become shorthand for recognition, credibility and strategic importance. But as Financial Narrative’s latest event, Earning the Room, explored, getting into the room is only half the challenge. Lasting influence isn’t built through titles or hierarchy, but through trust, judgement and the ability to shape better decisions.

Bringing together senior communications leaders from Beyla, AXA XL and HSBC, the discussion examined what it really takes to become a strategic adviser – someone whose perspective is sought out not just in moments of crisis, but in the decisions that define an organisation’s future.

Influence is built over time

Influence isn’t earned through a single presentation, campaign or leadership meeting. It’s built through consistency, curiosity and the confidence to ask the questions others might avoid.

Every interaction is an opportunity to build trust, whether that’s bringing a fresh perspective, challenging assumptions or helping colleagues see the bigger picture. Over time, those small moments create credibility, making communicators trusted advisers rather than tactical executors.

Learn to speak the language of business

Communicators naturally think in terms of stories, audiences and channels. Leadership teams are focused on risk, value, growth and reputation.

Bridging that gap is where communications professionals create their greatest impact. Translating insight into business outcomes and arriving with recommendations, rather than observations, elevates communications from a support function to a strategic partner. It’s not about speaking louder but about understanding what matters most to the people around the table.

Your perspective is your advantage

Communications sit at the intersection of internal decision-making and external perception, offering a viewpoint few other functions can. That perspective helps organisations anticipate risks, understand stakeholder expectations and navigate uncertainty with confidence.

Rather than trying to emulate other leadership styles, the discussion encouraged communicators to lean into their own expertise. Authenticity, combined with sound judgement and a willingness to challenge constructively, is what builds lasting influence.

The intersection of art and science

The conversation also reinforced that the strongest communications strategies balance creativity with data. Insight and measurement provide direction, while creativity creates the emotional connection that builds memorable brands and enduring reputations.

As AI becomes an increasingly common part of the communications toolkit, that balance will only become more important. Technology can enhance efficiency and generate ideas, but strategic thinking, context and human judgement remain the qualities that create real value.

Beyond the seat

The discussion ultimately challenged a familiar ambition. A seat at the table is an important milestone, but it isn’t the destination. The communicators who make the biggest impact are those who consistently earn the room – bringing insight, building trust and shaping the conversations that lead to better decisions.