Can you just…

“Can you just pretty this up?”

“Can you just turn this into a newsletter?”

“Can you just make this sound better?”

Sound familiar?

If you’re still being treated as the company’s Powerpoint Pixie instead of as a strategic partner, I need you to hear this:

It’s NOT because your organisation doesn’t value communications. It’s because you haven’t positioned yourself as more than a tactical executor.

After coaching hundreds of communications professionals, I’ve identified the exact moment this pattern forms:

The first time you said “yes” to work that was beneath your strategic capabilities without pushing back.

I’ve been there. In my early PR career, I became the go-to person for polishing content rather than shaping strategy. I was excellent at fixing problems but invisible when strategic decisions were made.

Before you say yes

…Think about what you’re saying no to:

• Strategic planning that could drive real change
• Measuring what matters (not just open rates)
• Building trust during times of change
• Engaging your colleagues with the business strategy

The shift from tactical helper to strategic advisor happens through one intentional decision:

You must start saying NO to the wrong work.

When the “can you just” requests lands on your desk, ask:

• “Let me check where this fits into my list of priorities”
• “What business outcome are you trying to achieve?”
• “How does this connect to our bigger goals?”

If it IS the right work, but you’re the wrong person to do it, delegate without drama:

• “While I can’t take this on, here are some great resources…”
• “This aligns perfectly with what Barry’s working on – shall I introduce you?”

(Please don’t throw Barry under the bus!)

My client Sarah spent 15 years being the communications “fixer”. Within three months of changing her approach, she was invited to executive strategy meetings for the first time in her career.

This isn’t about being difficult. It’s about respecting your own expertise enough to insist that others do too.

Where in your role are you still saying “yes” when you should be asking strategic questions?