Strategy, Story & Stakeholders: Aligning Corporate Strategy with Stakeholder Engagement

Rebecca Matts on Building Trust Through Strategic Storytelling

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In the latest episode of Strategy, Story & Stakeholders, we speak with Rebecca Matts, a communications and corporate affairs leader whose career spans Clifford Chance, Deutsche Bank, HSBC, UBS, BlackRock, Nomura, S3, and Hines.

Rebecca shares how corporate affairs can align strategic priorities with stakeholder engagement — and why authenticity and values, not slogans, are the foundation of lasting trust.

Understanding the Human Behind the Strategy

Rebecca begins by reframing what effective corporate affairs looks like at the top table.
She argues that engagement starts with understanding people — not just business plans.

“You’ve got to really figure out the human as well as overlaying the smart corporate affairs and comms planning approach,” she says. “Appeal to the head and the heart with everything.”

For her, stakeholder mapping isn’t only external. It’s about understanding how each leader — from the CEO to the Head of HR — communicates, makes decisions, and interprets context. Whether the business is in growth mode or crisis, communications leaders must adapt tone and strategy to both the circumstances and the individual.

Honesty Builds Credibility

Rebecca recalls a defining moment from her time in banking, following the financial crisis. Facing a sensitive internal announcement about compensation, she advised a new CEO to be direct rather than soften the message.

“You’ve got one shot,” she told him. “Be clear and honest — people won’t like what you’re saying, but they’ll respect you for saying it.”

The approach paid off. Employees disliked the message but appreciated the candour — reinforcing that trust stems from truth, not comfort. As Rebecca notes, the days of spin and “the thick of it” communications are over. Today’s audiences see through polish; they want plain speaking.

Creating a Corporate Story That Resonates

When it comes to narrative, Rebecca stresses three essentials: authenticity, clarity, and distinctiveness.
In her experience, many corporate stories fall flat because they sound the same — the “most global,” “most trusted,” or “most loved” claims that fail to differentiate.

The strongest narratives, she says, come from small but truthful differentiators that reflect how the business actually operates.

“Those small, unique points are what build authenticity,” she explains. “They show you recognise your real position in the market — and trust your stakeholders to recognise it too.”

Values Before Purpose

In an era where companies often lead with purpose statements, Rebecca flips the sequence.

“For me, it’s values first. Purpose flows when you’re clear about your values.”

She argues that values give purpose meaning — grounding it in how the organisation behaves, not just how it markets itself.
Purpose built without values risks sounding performative, particularly when it comes to ESG, equity, and sustainability narratives.
When values are lived — through decision-making, reporting, brand expression, and leadership behaviour — trust naturally follows.

Staying Consistent When the World Shifts

• External pressures, political headwinds, and changing societal expectations can tempt leaders to shift their messaging.
  Rebecca believes consistency is key — but with flexibility in expression.

• “If your values are the same, it’s just a question of changing the expression, not who you are.”

• She likens this to volume control: sometimes the story needs to be louder or quieter, but the melody stays the same.

• That extends to personal integrity too. Senior communicators, she says, must know their own values — and be prepared to walk away if they can’t authentically represent their organisation’s story.

• The Next Frontier: AI, Data, and Human Judgment

Rebecca is optimistic about the role of AI in corporate affairs — but only if leaders embrace it wisely.
She sees a future where collaboration across corporate affairs, marketing, and investor relations will be vital to keep storytelling human and consistent, even as automation scales.

“If we’re not working together, AI will start telling the story of your company for you,” she warns.

Her advice: embrace technology, but bring the human layer of empathy, judgment, and creativity that machines can’t replicate. Data and analytics, she adds, are no longer optional. They’re essential for measuring engagement, informing strategy, and reporting effectively to boards.

Building a Modern Corporate Affairs Toolkit

For aspiring communications leaders, Rebecca shares a simple metaphor:

“Think of your career as a toolbox.”

Every role should add new tools — from media relations and internal engagement to digital, analytics, and public affairs.
She highlights the growing need for data literacy, saying communicators who can interpret analytics and apply insights will have a competitive edge in the years ahead.

And, she adds, never lose sight of the basics:

“If you don’t enjoy writing, you’re in the wrong profession.”

Final Thoughts

Rebecca Matts reminds us that in a world of polarised politics, information overload, and AI-generated content, the differentiator is humanity.
Trust is built on clarity, consistency, and conviction — qualities that only authentic leadership and thoughtful communication can deliver.

You can connect with Rebecca on LinkedIn.

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