Doing More with Less: The Communicator's Balancing Act

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Everywhere I turn right now, communicators are stretched thin. The phrase “do more with less” used to be a cliché — now it’s just reality. 

Budgets are tight, positions are frozen, and somehow the workload keeps expanding. You’re covering social media, media relations, internal comms, crisis response, and probably a few projects that have nothing to do with communications but landed on your desk anyway because you’re “good with people.”

Sound familiar?

The weight of modern expectations

The public expects constant access, real-time updates, and personal connection — all from teams that are often one or two people deep. Add in leadership priorities, shifting community sentiment, and the 24-hour news cycle, and it’s no wonder so many of us feel like we’re treading water.

The truth is, this isn’t just a workload problem; it’s a structure problem. The role of the communicator has evolved faster than the systems that support it. We’re no longer just messengers — we’re analysts, advisors, digital creators, and, at times, the calm voice for departments trying to maintain public trust under pressure.