As communications professionals, we do our work in a volatile world. Shifting perceptions, actions and events that are out of our control, and political decisions in Victoria, Ottawa, Washington or beyond, can change public perception in a single headline.

When the world feels unpredictable, effective communicators know that being informed is key (you can’t just pay attention randomly; your attention has to be consistent) and that agility matters. It’s about anticipating change, monitoring signals, and crafting messages that keep organizations credible and steady – even when the external landscape is anything but.

It is a challenging role, but seasoned communications teams lean into it, helping clients to navigate the sometimes, or maybe often, rough waters we consistently seem to be in these days.