CollectivNews
Welcome to a monthly round-up of information relevant
to comms professionals and everyone interested in the fractional model.
September 2025
Fractional. Explained.
By Sabrina Guttman, Founder & Principal, Sagesse Communications
Let’s be honest: if you’re leading communications right now, you’re probably juggling way too much. Expectations keep rising, budgets keep shrinking, and somehow you’re supposed to manage reputation, advise leadership, engage employees, and handle whatever crisis pops up next.
Agencies can help, but they’re not always the right fit – retainers are expensive, account teams turn over constantly, and you often end up managing junior people who need more guidance than you have time to give.
I’ve experienced this frustration from both sides – as a global practice leader at large agencies and running in-house teams. Whether managing 100+ people during major transitions or working solo as an independent contributor reporting to the CEO, there were always moments when I desperately wished I had someone who could just jump in and take something off my plate. Sometimes I was lucky enough to have that person. Other times, I wasn’t, and it was rough.
That gap is exactly why I went fractional.
Partners. Not consultants.
The best fractional leaders aren’t here to tell you what to do from the sidelines; they roll up their sleeves and help you get it done. Crisis brewing? They jump on the response. Team struggling with a launch while you’re managing a leadership transition? They take it off your plate.
Experienced fractional leaders don’t need weeks of briefings. They know when to escalate, when to make decisions, and when to quietly handle things.
No ramp-up time.
When your CEO has a keynote in two weeks or your head of comms just gave notice, you need immediate help. A good fractional leader can start contributing right away – writing that speech in your drafts folder, untangling confusing messaging, or keeping strategic projects moving while you handle the latest fire.
You shouldn’t have to choose between crisis management and forward momentum.
Strategy. And execution.
Here’s what makes fractional different: experienced fractional leaders aren’t precious about the work. Need strategic thinking? Great. Need someone to actually draft the materials? Also great.
They can help figure out your story, then write the content to tell it. Some days that’s 30,000-foot thinking, other days it’s media outreach. Both matter, and both get done.
Smart business sense.
Fractional support makes financial sense too. Instead of hiring full-time for temporary needs or paying agencies for layers you don’t need, you get senior expertise exactly when and how you need it. Scale up for big projects, scale down during quieter periods.
What you’re really getting.
Whether you need someone to take projects off your plate, lead a function on an interim basis, or just be reliable backup when things get crazy, fractional gives you flexibility. You get senior expertise that adapts to what you actually need.
Sometimes that’s strategic support, sometimes it’s taking over entirely for a while, and sometimes it’s just having someone competent you can count on when everything’s on fire.
And isn’t that something we all need?
Closing the Gap: How to Avoid Costly Mistakes in Communications Recruiting
By Lisa Ryan, Partner, CommsCollectiv
In 30 years of recruiting, I have seen searches that transformed organizations and searches that faltered and left businesses exposed at the worst possible moment. Depending on the circumstances, even a short gap in senior communications leadership can be damaging. Securing the right long-term hire and ensuring continuity during the search is critical.
Hire for the Future, Not the Past
One common mistake is companies hiring for yesterday’s challenges instead of tomorrow’s. Communications leaders today are strategic advisors who understand the intersection of business, policy, and public trust and can navigate disruption and anticipate reputational risks.
Alignment from the Start
Many searches fail because despite a job description, internal stakeholders are not on the same page about what they want. Clearly and consistently defining the role and success metrics up front will keep the process moving quickly and signal to candidates that the organization knows exactly what it needs.
Time kills searches. Streamline, Trust, and Move Decisively
It is counterproductive to review 15 or 20 candidates. A focused shortlist of thoroughly vetted candidates is the most effective way to get to the right answer and demonstrate that you value the process and the candidates’ time.
Bridge the Gap with Interim Leadership
While you identify and secure the right permanent hire, CommsCollectiv can place a seasoned fractional communications leader into the role immediately, bringing stability, managing teams, and keeping strategy on track until the best leader is in place.
Final Word
My advice is simple: trust your recruiter, align your team, move decisively, and do not underestimate the value of interim continuity. CommsCollectiv’s network of 200+ vetted, senior communications leaders, can help keep strategy on track so you can focus on the search.
Register Now For: The Responsible AI Comms Lab
A Future-Oriented, Practical Program for Communicators by Communicators
Every day we see the impact of AI in every corner of our lives. It’s no longer enough to simply know what AI is or to experiment with tools. Communicators need to guide their companies, translate complex concepts for internal and external stakeholders, and navigate both the opportunities and risks of a rapidly evolving technology.
That’s where The Responsible AI Comms Lab comes in.
Starting September 30, this six-week program is designed for communicators, by communicators. Each 90-minute session is interactive and hands-on, blending:
- Real-world case studies – Responsible AI policies, campaigns, and crises you’ll recognize.
- Practical exercises – From crafting prompts to planning responses to AI-driven crises to working on AI policies.
- Group discussion and peer learning – A safe space to explore, question, and share experiences.
Participants will leave with:
- A clear understanding of what Responsible AI means in practice.
- Tools for explaining the tech stack and governance issues to non-technical stakeholders.
- Strategies for anticipating and communicating around risks, challenges, and crises.
- A certification recognizing their new expertise.
This curriculum has been designed expressly for CommsCollectiv and will be taught by two leading experts in the field:
Rebecca Gonzales, a leader and strategic advisor in the responsible use of emerging technologies and translator of complex innovations into meaningful business value and social impact, currently a Global Fellow at AI 2030 and formerly of AWS.
Kay Firth-Butterfield, a leader in the intersection of AI, international relations, business and AI ethics, former Head of AI and Member of the Executive Committee at the World Economic Forum, and Time Impact Honoree 2024.
The Responsible AI Comms Lab isn’t a lecture series. It’s a future-focused, practical program built to give you the confidence and frameworks you need to lead.
Fee: $1500, six-week program, 90-minute classes, starting September 30
For more information, reach out to: courses@commscollectiv.com