Do you aspire to be the guardian of a high-profile company’s reputation?
Pfizer’ Communications and Policy Chief Sally Susman has made a name for herself doing just that, such as by helping the pharmaceutical giant launch its COVID-19 vaccine at the height of the pandemic.
Susman, who recently announced plans to leave Pfizer later this year after an 18-year-run, previously held similar roles at Estée Lauder and American Express. In an interview with Business Insider, she described her field as one in which there’s never an average day and said that it can sometimes be as dramatic as a Hollywood blockbuster.
“This work of corporate affairs, communications, public affairs, government affairs is completely so exciting,” she said. “I wake up and look at the news across the globe and I think, ‘OK, now my agenda is set.’ “
The profession is also important, as it can make a significant impact on a company’s trajectory, according to Susman, who has advised nine CEOs over the course of her career. But she thinks the field sometimes gets misunderstood.
“It’s a mistake to consider communications a soft skill,” she said. “The leaders and people who want to make change, who I’ve seen embrace and prioritize their communications, and who know it to be a rock-hard competency, are the game changers.”
Succeeding in the field requires being a strong writer, Susman said. Comms pros are tasked with storytelling, internal messaging, crafting statements for media outlets and more.
“There’s no substitute for picking up the pen, parsing the arguments, drafting yourself,” she said.
Still, that doesn’t mean you should avoid using AI tools like ChatGPT, she added. In fact, Susman recommends taking advantage of the technology for conducting research and outlining ideas.
“I know many people are apprehensive about AI, but it is an important tool,” she said. “Just like photography didn’t decimate painting, AI is not going to ruin communications.”
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Talking regularly to executives, politicians, and other leaders can also help with writing by providing knowledge and context, Susman added. Conversations she’s had with such individuals over the years informed her thinking, she said, which is why “relationships matter so much.”
Another piece of advice from Susman for aspiring comms pros is to dive into geopolitics. Always keep up with major events happening around the world and ask yourself what these mean for companies and their employees.
“The opportunities around what I call ‘global policy and diplomacy topics’ are unlimited right now,” she said.
Also, don’t punish yourself for making mistakes. Susman said she’s made countless gaffes over the course of her career and has no regrets.
“There were times when I failed to do enough due diligence, times my ego got the better of me,” she said. “It’s just human nature. It’s humanity. It’s what we do when we’re out there trying to make a difference.”
Having mentored interns and junior employees at Pfizer and companies where she previously worked, Susman said she’s noticed that many young people seem to suffer from anxiety. She’s seen them do things like rewrite their résumés over and over and stress about what they said or didn’t say in meetings — none of which is healthy, she said.
“We are judged over long, vast, savannahs of time,” she said. “We are not judged in a moment.”
