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In the 51st episode of CultivatED Marketer – your go-to marketing professional development podcast – hosts Brent Bowen, Julie Masson, and Matt Tidwell are joined by Shea Sullivan, the CEO and founder of Comms at Work. Drawing on decades of experience in internal communications, safety culture, and organizational change, Sullivan shares why effective communication is all about influencing behavior. While much of the conversation focuses on her experience in frontline and workplace communications, the lessons extend far beyond safety. Offering valuable insights for marketers, communicators, and anyone responsible for building trust, and leading change within an organization.

 

CultivatED Marketer Ep. 51 — Why Great Communication Isn’t About Compliance, It’s About Influence with Shea Sullivan

Organizations often assume communication is successful once a message has been delivered. An email goes out. A meeting is held. A policy is posted. From a communications perspective, the work appears complete.

Shea Sullivan argues that’s where the real work begins.

Communication is measured by whether people understand it, remember it, and ultimately change their behavior because of it. That distinction is especially important in industries where safety and operational excellence depend on thousands of small decisions employees make every day.

Communicators must earn attention before they can ever hope to influence behavior. The goal isn’t simply to tell people something. It’s to help them understand why it matters.

The Best Communicators Meet People Where They Are

Whether she’s working with a construction company or manufacturer, Sullivan believes communicators have to spend time where the work actually happens.

It’s difficult to influence behavior from behind a desk. The most effective communicators understand the environment they’re communicating into, allowing them to craft messages that fit naturally into employees’ routines instead of becoming just another piece of information to ignore.

The principle applies well beyond safety communications. Great marketing starts the same way: by understanding your audience before asking for their attention.

Safety Communication Is Really About Human Behavior

Although much of Sullivan’s career has focused on safety communications, the conversation revealed a lesson that extends beyond the job site.

Successful safety programs aren’t built solely on policies, procedures, or compliance. They’re built on understanding why people make the decisions they do and creating communication that encourages better choices before mistakes happen.

Instead of simply reminding people about rules, communicators become partners in shaping workplace culture. Every message becomes an opportunity to reinforce habits and build trust.

Whether you’re encouraging employees to adopt a new process or asking customers to embrace a new product, the challenge is remarkably similar: people rarely change because they’re told to.

Why Communication Belongs at the Strategy Table

Too often, communication teams are brought into projects after the important decisions have already been made. Leadership develops the strategy, finalizes the plan, and then asks communicators to announce it.

When communicators are included early, they help identify blind spots, anticipate employee concerns, and shape how change will be received.

Communication is no longer just a tactical support function. It’s becoming a strategic discipline that helps organizations build trust, strengthen culture, and successfully navigate change.

Relationships Still Build Careers

Towards the end of the conversation Sullivan focused on what got her to where she is now.

She credits much of her career development to professional organizations like the International Association of Business Communicators (IABC) and encouraged young professionals to actively participate in industry communities rather than waiting for opportunities to come to them.

Networking, volunteering, and continually learning have opened doors throughout her career that a résumé alone never could. Sullivan reminds us that careers are still built through conversations, curiosity, and the willingness to invest time in relationships with others who share your profession.

Data Should Tell Human Stories

The conversation closed with a reminder that even in an increasingly data-driven and AI-powered world, communication remains deeply human.

Sullivan emphasized that data is invaluable for identifying trends and measuring success, but numbers alone rarely inspire action. The communicator’s job is to interpret those insights and transform them into stories people understand, remember, and care about.

As organizations continue adopting new technologies, that human perspective becomes even more valuable. AI can help communicators work faster, but empathy, curiosity, and storytelling remain the qualities that create lasting influence.Top of Form

 

03:40 — What Makes Great Internal Communication

07:12 — From Broadcast Journalism to Communications

10:35 — Learning to Speak Your Audience’s Language

15:45 — Compliance vs. Influence

18:22 — Infinite Content, Finite Attention

20:18 — The Most Trusted Voice in the Workplace

21:18 — Go Where Their Eyes, Ears, and Feet Are

24:40 — Building a Strong Safety Culture Through Communication

27:43 — Why Communication Belongs at the Strategy Table

32:18 — Networking Is an Investment in Your Career

36:11 — Lead with “Why”

37:02 — Turning Data Into Human Stories

39:05 — Advice for the Next Generation of Communicators