What is a Fractional Communications Director

This is a common question I get asked. In truth, the term ‘fractional’ is a term for a form of consultant. A fractional communications director [FCD] is a strategic comms leader, who can support an organisation with a short or medium-term need. They bring a depth of experience that freelancers don’t always have [at least ten years] and act as a senior resource for the business.

Why not just say consultant?

Many fractional executives do use the term consultant, as it is more universally recognised. That being said, a fractional partner often works on projects that require them to deep dive and become more integrated into the organisation than a consultant usually would. The term ‘fractional’ is used in many sectors now, and it is not uncommon to come across fractional CFOs and even fractional CEOs.

Who needs a fractional communications director?

A FCD can be an asset to any organisation that has a strategic communications need.

• Scaling organisations, who are not yet ready to hire a full-time communications director, often call on FCDs to add a strategic layer of insight and thought to existing plans, and develop future thinking. They may need light touch senior oversight and management of a communications team. Or, they might be unsure of exactly what they should be looking for with a senior communications hire, and bring in that experience at the start of the process.

• Large corporates use FCDs regularly for a range of reasons. Sometimes it is peer support for an existing senior communications colleague. Or to fill a gap during a hiring process. Or it might be for a fresh perspective to review their existing communications plans. 

• Agencies also use FCDs where they have the skillset they need. This might be a former-agency head turned FCD who can support with new business pitch development, during busy times. Or support during busy planning periods. Or, lone-founders might hire a FCD for a time as a sounding board.

The benefits of a fractional communications director

There are many benefits of using a FCD. The most obvious advantages are that a fractional communications director brings insight, experience and skills that you don’t have into the business but for a short-term period, which means you don’t pay a full-time senior salary if you don’t need to. The average communications director in the UK gets paid £102,000 [and that rises significantly in London and sectors such as financial services and tech]. It’s a big investment, and it can’t be made lightly. A fractional leader charges just a percentage of that, but you’ve had access to all the same skills.

Want to find out more? Get in touch and let’s have a coffee.