Mastering Corporate Communications: Insights from S&P Global’s Christina Twomey
Business crises are unexpected—and can significantly disrupt a company’s operations. These disruptions can adversely affect a company’s financial performance and even its public image. When a company has an effective corporate communications strategy, clear messaging can help it navigate crises from the moment they pop up. The individuals responsible for devising these strategies and putting them into action are essential for minimizing damage and maintaining trust among key stakeholders.
S&P Global delivers comprehensive credit assessments, performance benchmarks, analytical tools, and workflow solutions across the global capital, commodity, and automotive sectors. The Association of Foreign Press Correspondents (AFPC-USA) recently met with Christina Twomey, the Global Head of Communications for S&P Global Sustainable1 and S&P Global Ratings, to learn more about corporate communications and how to handle sensitive situations should they arise.
As Global Head of Communications for S&P Global, Christina is responsible for all aspects of communications, including strategy and messaging, media relations, communications agency governance, crisis and issues management, and internal communications. Her team works across the organization and with external stakeholders to elevate our engagement with the market and deliver value to our customers.
Previously, Christina served as Vice President, Head of Communications for S&P Global Ratings and S&P Global Sustainable 1, developing and executing communications strategies for both entities and elevating products, research and thought leadership in the market. Prior to that role, she served as Head of Enterprise Communications for S&P Global, where she led communications for the functional leaders of S&P Global's Operating Committee, strategic initiatives including ESG, Technology, and Innovation, enterprise-level issues management and crises, as well as mergers and acquisitions and strategic investments. She joined the company through the acquisition of SNL Financial in 2015 as Head of External Communications for S&P Global Market Intelligence. She was the Head of Public Relations for SNL in the five years leading up to the firm being acquired by S&P Global.
Earlier in her career, Christina served as Head of Communications and Marketing for Maryland Governor Martin O'Malley's Energy Administration. She also has experience as an entrepreneur, recognized by Women in Bio as one of their 2008 Entrepreneur Honorees for her work in partnership with University of Maryland Baltimore County’s ACTiVATE program and Johns Hopkins Applied Physics Lab. Her professional background also includes corporate communications consulting, web development and sales.
This podcast interview was conducted by Alan Herrera, who oversees AFPC-USA’s editorial operations. AFPC-USA is solely responsible for the content of this episode. Below, foreign correspondents will find a summary of some of the most important takeaways from the presentation.
ON BUILDING A RESILIENT BRAND
Twomey emphasizes extensive experience in communications, spanning over 20 years. Despite her expertise, she acknowledges that learning is an ongoing process, and she continues to grow and evolve in her role. She expresses her admiration for S&P Global, highlighting the company's significant role in powering the global economy and capital markets through data, analysis, and insights. S&P Global's ability to provide transparent, high-quality information allows its clients to make informed decisions with confidence.
Twomey then discusses the importance of protecting and building the S&P Global brand, noting the company's long-standing reputation of over 160 years. As a communications professional, her team’s role is to ensure that the brand is promoted authentically and relevantly while maintaining strong relationships with journalists. She underscores the need to engage with both traditional media and social media, given the rise of citizen journalism. With many individuals able to act as reporters through their smartphones, the company must actively engage and equip them with accurate and helpful information.
Additionally, Twomey explains that her team works closely with subject matter experts, such as analysts and economists, to distill complex information into clear, impactful stories. They focus on what their audience needs to know and how to provide useful insights. Twomey sees her team as the "connective tissue" that bridges deep expertise with accessible communication, ensuring that journalists are equipped with valuable information for their reporting. Ultimately, her approach is centered on serving both the audience and the journalists, helping them tell meaningful stories through S&P Global’s resources.
Christina Twomey
ON HOW PUBLIC RELATIONS HAS EVOLVED WITH THE RISE OF DIGITAL MEDIA
Twomey highlights how the rise of digital media and social platforms has dramatically transformed the field of communications. Reflecting on her early career, she contrasts the traditional methods of networking—where much of her time was spent meeting in-person with thought leaders and reporters—with today’s complex, multifaceted digital landscape. While face-to-face relationships remain important, she acknowledges that much of modern communication now occurs through digital platforms like LinkedIn and X (formerly Twitter), changing the way information is shared and how relationships with journalists are maintained.
She explains how social media allows for targeted communication strategies that can be customized for specific audiences or initiatives. Rather than relying on press releases, Twomey and her team now leverage social platforms to directly engage with reporters, often resulting in quicker and more effective pickup of stories. She sees this shift as a fundamental change in how corporate communications operate in the digital age.
However, Twomey also addresses the challenges posed by the digital environment, particularly the prevalence of misinformation. She emphasizes the importance of accuracy and fact-checking, noting that S&P Global’s strength lies in the reliability of its data, which can be traced back to its source. This allows her team to provide journalists with high-quality, verifiable information that helps cut through the noise of false narratives. While navigating digital communications is complex, Twomey values the opportunity to support clear, fact-based storytelling in an era of widespread misinformation.
Herrera reflects on the rise of misinformation, particularly since 2016, when Donald Trump’s campaign and issues like Russian election interference and Cambridge Analytica came to light. He notes how the social media ecosystem became increasingly permeated by these factors. The COVID-19 pandemic further amplified the situation as more people spent time online, creating an environment where misinformation and disinformation thrived. He points out that this led to a fragmented information landscape, where the content individuals encounter on platforms like Google varies depending on their online habits, particularly if they engage with more conspiracy-driven, unchecked sources.
This evolving "information environment," as Herrera calls it, has made the job of journalists more challenging. He appreciates Twomey’s insight that traditional methods, like press releases, may not be the most effective tool in this age. Instead, modern communication requires a more nuanced, relationship-driven approach to combat the spread of false information and maintain credibility.
Twomey acknowledges the role of traditional press releases, emphasizing their importance for public disclosure and timely information sharing. However, she agrees with Herrera that the complexities of modern communication require a greater focus on building human relationships, whether through in-person interactions or online engagements. She highlights her passion for data, expressing how it can strengthen storytelling when grounded in accuracy.
Reflecting on the impact of social media, Twomey shares her personal decision to delay her children's access to smartphones and social media, highlighting concerns about their vulnerability to misinformation. While she recognizes potential risks, she sees more advantages in professional use of social media, noting its transformative effect on how people consume news. Twomey reminisces about the transition from physical newspapers to digital formats, illustrating how news consumption has evolved into curated experiences, such as the headlines delivered to her phone each morning.
Herrera expresses concern about the overwhelming trend of people obtaining news through social media, describing it as unsettling from both personal and professional perspectives. He reflects on the generational shift, noting that he and Twomey belong to the last generation that experienced life before the internet's explosion. This perspective leads him to ponder how future generations will perceive their experiences with news consumption.
He emphasizes storytelling in a digital era, which is a different beast altogether, something Twomey relates to. He also mentions the necessity for journalists to tailor headlines and narratives for diverse audiences across various markets. For example, what captures the interest of a reader in the UK may not resonate with someone in the U.S. or Vietnam. Herrera points out that the digital era has accelerated the need for adaptability in journalism, making it more challenging compared to the relatively stable print era. He acknowledges that these changes have significantly impacted Twomey's career, connecting the conversation to broader themes of leadership and evolution in the industry.
ON LEADERSHIP
Twomey shares her journey in communications, highlighting her early experiences as a one-person PR team and her eventual rise to lead global communications at S&P Global. She reflects on overcoming imposter syndrome by adopting a mindset of "why not me?" and emphasizing hard work and a willingness to learn. This humility and desire for continuous growth shape her leadership style today.
She stresses the importance of lifting others as she climbs, recognizing the mentors who supported her along the way. Twomey is committed to mentoring the next generation of communications professionals, helping them align their passions with the company's needs. She finds fulfillment in witnessing the transformative moment when individuals discover their purpose, igniting a passion for their work. Ultimately, Twomey aspires to foster an environment where her team members can shine and contribute meaningfully, beyond just business metrics.
In his response about imposter syndrome, Herrera shared a personal connection with Twomey, reflecting on how he faced significant feelings of inadequacy when his career began to gain momentum in his mid-twenties. He acknowledged the struggles he experienced, emphasizing that these feelings were so overwhelming at times that they affected his daily functioning.
Herrera also pointed out the irony that those listening to him might experience their own imposter syndrome, highlighting the universal nature of these feelings. He expressed appreciation for the opportunity to learn from others with more experience, noting that these insights are crucial for personal and professional growth. He stressed the importance of creating supportive and inclusive environments where individuals feel uplifted, as this fosters better performance, especially during challenging times like a crisis.
ON CRISES
Twomey responded to Herrera's observation about managing crises by emphasizing the importance of having a strong team and structured protocols in place. She discussed her extensive experience in crisis communications, noting that while no one wishes for crises, they are inevitable, and proper preparation is key. Twomey highlighted the need for different crisis communication strategies depending on the nature of the crisis, whether it is social, geopolitical, or a direct threat to the company.
She stressed the importance of process, having a capable team, and clarity around the company's values as vital components in navigating crises. This involves not only protecting the company’s brand but also ensuring the safety of employees, particularly in situations like the Russia-Ukraine war, where communication between teams (security, HR, legal, compliance) was essential. For her, clear, value-driven, and legally compliant communication ensures the company shows leadership during difficult times.
Twomey described her team's fully integrated approach, where internal and external communications professionals collaborate closely. This unified organizational voice is achieved by adopting a stakeholder mindset, considering customers, investors, employees, and regulators in all communications efforts. The seamless integration extends across social, digital, and legal partners, making the team more effective by working cohesively across all functions.
ON TECHNOLOGY, PARTICULARLY AI
Twomey and Herrera explored the implications of generative AI (Gen AI) on communications and the workplace. Herrera expressed his concerns about Gen AI, likening the current technological shift to a second industrial revolution—exciting yet daunting. He emphasized that while change can be intimidating, it also presents opportunities for growth.
Twomey responded by outlining how her team at S&P Global leverages Gen AI to enhance efficiency in communications tasks. She explained the use of tools like Spark Assist, which automate initial drafts and routine tasks, freeing up time for more creative and strategic work. This aligns with their learning and development program, Essential Tech, designed to help employees adapt to new technologies and overcome feelings of intimidation. Twomey also discussed the broader impact of Gen AI on how reporters work and how customers’ expectations evolve. She highlighted the importance of staying ahead of these changes to deliver greater value to stakeholders.
Herrera reinforced that while Gen AI is transforming communication, it’s crucial to remember that humans are the “true change-makers.” He stressed the importance of asserting agency in storytelling and not letting technology overshadow human creativity and leadership. Twomey agreed, emphasizing that AI should augment, not replace, human capabilities, allowing professionals to work smarter and more effectively.
ON THE ESSENTIAL QUALITIES FOR SUCCESSFUL COMMUNICATIONS LEADERS
Twomey emphasized the critical role of mentorship in professional development. She highlighted the importance of having a supportive network where individuals can comfortably ask thoughtful questions, which can lead to deeper conversations and valuable insights. She noted that asking for help can alleviate feelings of imposter syndrome, encouraging individuals to openly share their experiences and seek guidance from others.
Twomey also stressed the significance of networking—both in-person and online—as a vital tool for career advancement. She urged aspiring journalists and media professionals to uphold integrity in their work, emphasizing that ethical practices build character and credibility over time. Drawing on her background, she encouraged those transitioning into corporate communications to view the shift positively, suggesting that gaining diverse experiences—even if it means lateral moves—can be beneficial for long-term growth.
