Why Strategic Counsel Is the Future – An Interview with Lars Voedisch
The communications landscape is shifting at light speed. Volatility, digital acceleration, and stakeholder scrutiny are the new normal, and the role of PR and communications is being redefined. What does this mean for agencies, clients, and the future of their work in communications?
We asked Lars Voedisch, Founder & CEO of PRecious Communications in Singapore, and a board member of the GlobalCom PR Network. He recently published a thought-provoking piece for Forbes, “It’s Time For Communications To Evolve—Or We Risk Irrelevance,” that’s sparking conversation.
The topic will be at the core of the upcoming GlobalCom PR Network global meeting in Tuscany, organised with Italian network member MyPR. Ahead of the event, we asked Lars to expand on some of the key themes from his Forbes article—and what they mean for communicators everywhere.
Lars, you say in Forbes that “the age of amplification is over.” What’s changed?
Media coverage and impressions used to be the goal. But now our clients want communications actually driving business—whether that’s boosting revenue, reputation, talent, or ESG goals. You have to go beyond focusing on visibility, to create true added value. At PRecious Communications in Asia, and across the GlobalCom PR Network, we’re shifting to real impact, more than ever. Our agencies are acting as storytellers but also as strategic partners, raising the bar for how we engage media and stakeholders.
When our value is measured by real business results, we capture the bigger picture — this is the approach our agencies are successfully embracing worldwide.
Adaptive communication in Action
What does adaptive communications look like in practice for you?
It’s about solving business problems, not just running campaigns. We help clients anticipate risks, support market entry, build trust, and align messaging with purpose. We’re proactive, not just reactive. Communications needs to be part of business strategy from the start. To succeed, you need local relevance—understanding the unique dynamics of each market—but also a broader international vision and coherence across all activities. At PRecious and throughout the GlobalCom network, this approach is helping clients build trust, brand equity, and value—locally and globally.
True impact comes when communications is part of business strategy — that’s how we build trust and value, both locally and globally.
From storytellers to strategic business partners
How can agencies and in-house teams make this shift to value building?
Agency teams need to get closer to their clients’ businesses. That means joining product meetings, listening to sales, and being part of HR discussions. Use data and AI as tools, but focus on giving sharp, strategic advice. We move ‘upstream’, to run advisory sprints, ESG and risk audits, and use analytics to spot trends early. Across our network, agencies are stepping up as advisors, not just executors. The ones who thrive combine tech know-how with business insight and aren’t afraid to challenge the status quo.
When communicators become trusted advisors, we move from being storytellers to being drivers of transformation. That’s the future we’re building at GlobalCom. Where does AI fit into this new model?
AI is a tool that helps us work smarter, but it is not a replacement for communicators. The human element remains important. AI handles the basics and speeds things up significantly, so we can focus on judgment, nuance, and building relationships. The best agencies use AI to boost productivity and insight, but always keep the business and market context front and center.
Communications is less siloed now. How does this play out?
Our work now connects with investor relations, HR, customer experience, and even supply chain. Boards want to know how messaging drives real outcomes. We need to make sure what a company says matches what it does. The more we integrate with other vital functions, the more valuable our advice becomes.
Let’s shape the future of communications
What’s your advice for agencies that want to stay ahead?
Don’t just execute—advise. Use analytics to guide direction, not just measure results. Get curious about your client’s business. The agencies that lead will be the ones who bring insight, not just activity. That’s the message I want to share at our upcoming GlobalCom PR Network global Meeting. I’ll share some practical on how AI is changing communications and join the Fintech roundtable at the event, with colleagues from other continents. It’s a great chance for us all to learn and exchange ideas. I’m looking forward to real-world examples and actionable takeaways.
Read Lars’ full Forbes article here
And of course, if you want to boost your company’s brand value and business impact, contact GlobalCom PR network today. Let’s see how we can work together to move your communications strategy forward—locally and globally.