What is a Fractional Comms Exec, and How Do I Know if I Need One?

Several years ago while working for a global PR firm in Atlanta, I had a client that provided fractional CFO services to companies of varying sizes. The concept of the fractional executive – a seasoned professional who works part-time for a company as a leader or expert –  was relatively new at the time, stemming from an economic downturn in which countless senior finance professionals were looking for work and companies were more inclined to outsource those services than commit to a full-time hire.

I thought it was a brilliant business model, so when it came time to launch my communications consultancy I was quick to adopt the fractional approach. Why? Because I believe there are countless organizations that can benefit from experienced, focused, objective strategic counsel to help them achieve their business goals.

But how does an organization know when hiring a fractional executive is right for them? Here’s a list of advantages business leaders should consider when deciding whether partnering with a fractional expert may be beneficial.

Strategy

The key differentiator between a fractional exec and a freelancer or contractor is experience. And in the communications arena, experience equals strategic thinking – translating business goals into measurable communications objectives, then using research-driven insights to guide the organization’s approach to achieving the desired outcome.

Even large enterprises can benefit from additional strategic firepower. The direct reports of most CCOs are specialists – internal comms, public affairs, though leadership – whose narrow focus leaves them ill-prepared to offer “big-picture” strategic perspective. Engaging a fractional can offer corporate comms leaders a much-needed sounding board to advise on key strategic matters.

Similarly, when mid-growth companies build their communications function from the bottom up with highly skilled tacticians, they often do so at the expense of hiring a senior comms pro to oversee the function and provide blue-sky strategic thinking. Faced with a high-stakes challenge or opportunity, CEOs would be wise to bring in a fractional comms expert to lay out the strategic roadmap – from crafting messaging to defining methods for connecting with key stakeholders – to guide their diverse and capable comms team.

Flexibility

There are a number of scenarios in which an organization may opt to go the fractional route. They could be looking for temporary support for a vacant leadership role while searching for a permanent replacement. Perhaps they’re trying to fill a skills gap on their communications team by adding specialized expertise, like M&A experience or crisis management. Or maybe there’s a sudden or acute need that requires additional, senior-level bandwidth. Regardless of the reason, partnering with a fractional exec offers maximum flexibility at minimal cost.

Focus

Sometimes companies bring in a fractional comms consultant for a specific, critical business need – a merger or acquisition, a crisis or other vital issue, perhaps a rebranding or new product launch. These types of initiatives can draw attention and other resources away from a well-oiled comms team and jeopardize the daily workflow. Engaging a fractional executive to focus on such matters allows both acute and ongoing communications needs to get the attention they deserve.

Short-term

The finite nature of a fractional engagement – from a few weeks to several months – may be one of its greatest advantages. Some comms needs, whether narrow in scope or duration, simply don’t justify making a full-time hire. Likewise, many agencies require six- or 12-month minimum commitments, and most have elaborate onboarding processes than can dramatically extend the term of the relationship, delaying results and adding cost.

Objectivity

This may be one of the greatest hidden advantages of hiring a fractional comms exec. To maintain job security, many full-time employees end up “drinking the Kool-Aid,” espousing the company line and telling senior leaders what they want to hear instead of what they need to know. Because fractionals work at arm’s length from the organizations that hire them, they earn their clients’ trust by telling them hard truths, not by pumping them full of hot air.

Confidentiality

Communicators are often entrusted with highly sensitive information – layoff news, lawsuits, mergers and other highly confidential matters. Engaging a fractional partner to support communications for such circumstances can insulate information from full-time staff, safeguarding against leaks or other negative consequences of details circulating among a broad group of individuals.

Value

Even though you may pay a premium for the expertise they bring to the table, engaging a fractional partner will still be dramatically less expensive than the salary, benefits and other costs of a full-time, permanent hire. In fact, fractionals typically offer greater value than agencies because you’re not paying for their overhead, nor for the inefficiency of assigning a team of communicators to do a one-person job.

Like any other type of consulting work, providing fractional communications support is not a one-size-fit-all proposition. If you’re considering such a partnership for any of the reasons outlined above – or others not articulated here – I invite you contact me at barry@startwithtruth.com to explore the possibilities.