Change is Here: Orchard's Strategy for the Future of Communications

Change is not like the airport. There’s no announcement, it just arrives quietly and we’re seeing this in changing client expectations, the new tools, and the new possibilities presenting themselves. Change was the spirit behind our recent strategy day, a moment for us to pause, reflect and set a clear direction for where we’re heading next.

The Changing Landscape of Communications

The communications landscape is changing quickly: clients value strategy, relationships and talent over simple execution. They want people who can see patterns, make sense of complexity and guide them through uncertainty; that means our role is evolving too, not just the work, but the thinking behind it.

The Orchard Value

Our strategy day brought the whole team, from Guernsey, Jersey and Manchester, together to share in that direction of travel. We explored how our value lies in insight, creativity and cultural knowledge, the things that technology simply cannot replicate. AI is now a part of the communications world, whether we like it or not. It speeds up tasks and opens new possibilities, but what clients are really looking for are ideas that cut through the noise, the kind of thinking that comes from human and cultural understanding. AI and PR are more intertwined than perhaps people realise, with Generative Engine Optimisation being built on the authority and storytelling that strong PR creates (read article here).

Understanding our Team Better

We also spent time reflecting on who we are as people. Through personality sessions and open conversations, we explored how different ways of thinking strengthen the way we work together, and with our clients. Did you know I’m ENTJ-A, Commander? Other known Commanders being Gordon Ramsey, Kamala Harris and Steve Jobs. We’re bold, imaginative, decision-makers who embrace rationality and impartiality. But the best part of having this session was learning what everyone else in the team was, a mixture of Protagonists, Defenders and Logicians.

Culture Smart

Values were another focus, as Orchard evolves, so do the principles that guide us. We challenged ourselves to think about the behaviours that shape how we show up every day, internally and externally, including how we use our socials – have you seen our new Culture Smart™ posts? These positions us as arbiters of cultural relevance, able not only to craft stories, but to embed them within existing cultural conversations and debates so they land with impact. We want to share ideas, insights and perspective on what’s shaping culture right now.

Getting together in one room as a team is imperative when you’re spread in three locations, especially in a world that is changing so quickly. When the landscape changes, standing still isn’t an option.