Corporate communications has gained a more strategic role at corporations as the CEO and C-suite executives rely more on corporate communicators for advice, reveals research from The Conference Board.
Corporate Communications Practices: 2016 Edition, based on a survey of executives and an analysis of Securities and Exchange Commission data, finds that corporate communications is becoming increasingly critical to strategy execution and business growth. It cites growing corporate communications department budgets, team sizes and compensation for communications leaders. In addition, senior communications officers report directly to the CEO in some organizations.
“Much has been made about the shifting responsibilities of corporate communicators as companies seek to disseminate a clear, consistent message internally and externally, and to infuse their brands with authenticity and transparency. Our survey findings support this notion,” states Matteo Tonello, managing director of corporate leadership at The Conference Board and report co-author, in a press release.
Key Findings
Other key findings include:
- New business uncertainties, ranging from political risks to cyber security, require companies to strengthen their crisis and emergency readiness. Executives cite product recalls and government investigations as some the most common communications challenges.
- Budgetary resources of corporate communications departments prove robust in response to a more stable business environment and the increased demand for communications services
- Industry professionals are in demand as companies increasingly compete for talent to internalize these capabilities and expand the size of their in-house communications teams.
Others Find Similar Results
Research by Korn Ferry Global Corporate Affairs Practice found similar results. Corporate communications officers are assuming more prominent leadership roles and wielding greater influence within major U.S. corporations, the research reveals.
The shift is most noticeable among elite corporate affairs executives. “These best-in-class corporate affairs officers shoulder a broadening scope of responsibilities and an increasing mandate to act as high-level strategic advisors to CEOs, and they frequently serve as members of the senior leadership team,” the report states.
As the CCO role evolves, courage and strategic leadership have become valuable traits. Leadership attributes such as innovation, managing through ambiguity, developing talent, and contributing to strategy are more important than ever in for these increasingly influential executives, says the report.
Measurement Helps Win Respect
Many experts believe new PR measurement tools are helping corporate communications obtain greater respect and “a seat at the table.” New technologies better integrate monitoring and measurement of traditional media with social media and owned media. In the recent past, many traditional media monitoring vendors did not understand social media listening, and most social media listening companies did not care about or were bad at traditional media monitoring. However, services are now available that can perform both functions well.
Although corporate communications professionals have gained greater responsibilities and influence, top corporate executives traditionally view communications as a C-suite stepchild. That’s partly due to the difficulty in measuring the effectiveness of corporate communications, which is seen as a “soft” skill. The view may change as communicators recognize the importance of measurement.
Most high-level corporate communications officers now recognize the importance of measuring PR, marketing, investor relations and other communications programs against business objectives. By requiring that departments under their leadership implement comprehensive monitoring and measurement programs, they are solidifying the data and insights to demonstrate the value and success of corporate communications strategies and activities.
Bottom Line: Corporate communications now yields greater influence over CEOs and other C-suite executives. Corporate leaders recognize the importance of PR and the need to communicate to internal and external audiences, especially since a range of potential crisis pose consistent threats. In addition, new measurement services provide corporate communicators the data they need to impress high-level corporate managers.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
