Our Exec Connect Breakfast in Los Angeles brought together senior communications leaders for a candid discussion on how today’s global organizations can stay grounded amid disruption—from geopolitical crises to the evolving role of AI.
Hosted by Daniel Gaynor, SVP of Strategy, with guest speakers Eddie Kim, Founder & CEO at Memo, and Matthew Yi, Senior Director, Corporate Communications at Blue Shield of California, the session offered a thoughtful look at what’s shaping communications in 2025 and beyond.
While Exec Connect events are designed as private forums for open dialogue and idea exchange, we’re sharing some of the standout themes that emerged from the conversation.
Know Your Audience - For Real
It’s easy to say you understand your audience, but many comms teams don’t dig deep enough into the data to prove their gut feelings. For global brands, context matters.
What resonates in the U.S. may fall flat in China or Brazil. One executive noted that without a true grasp of who you’re speaking to, you’re probably building the wrong strategy from the start. Effective communication begins with cultural intelligence. Measuring brand perception with metrics like sentiment analysis and a core strategy backed by data is what can set you apart.
Vision and Mission Should Be More Than Words
A company’s mission can’t live only on brand decks—it must anchor every decision, especially in high-pressure moments.
This point was also reiterated in our ‘Navigating Reputation Challenges’ webinar with Dana Bolden, CCO of Colgate-Palmolive: “Make sure you have value-based or purpose-based communications […] Every action you take, every comment you make, has to be directly relevant to your business.”
When values invite openness, silence during major social or political issues can create confusion or mistrust. Returning to your vision and mission helps explain both action and restraint, but only if those principles are genuine and lived daily.
Navigating Global Crises: When to Speak and When to Hold Back
One global organization shared how it built an internal team to decide when and how to respond to sensitive geopolitical events.
Their approach is to ask whether the issue is directly connected to the business or mission and whether the response would be consistent across regions. If not, they focus on internal communication and employee support rather than public statements. The goal is intentional, values-aligned consistency—not silence, but purpose.
Strategy ≠ Vibes
As Eddie Kim put it: “If your strategy changes all the time, then you don’t really have a strategy.” Many companies are chasing the latest AI trend or reacting to headlines, but true leadership requires a steady hand and a clear point of view. Strategy should guide the tools—not the other way around.
The Real State of AI in Comms
AI is now part of every communications workflow, yet trust remains a challenge. One leader described AI as “like having an intern—helpful, but needs supervision.” Integration across data sources—internal comms, social, earned media—remains messy, and no single platform does it all. The takeaway: AI augments, but doesn’t replace human judgment or strategic oversight.
Exec Connect LA was a reminder of the nuance and complexity of modern communications—and the importance of bringing leaders together to exchange ideas openly. As the field evolves, those who combine data-driven intelligence, cultural understanding, and clarity of purpose will lead the way forward.