Published on 20th December 2019
As communication leaders, we know that the professionals within PR, internal communications and marketing play an essential role in an organization’s success. But now, a recent research study provides numbers and insights to provide new insights into the scope of this influence.
The major finding of the study is that the influence of high-level communicators on corporate transformation is not only important but also growing. Because of this, Chief Communications Officer (CCO) are building increasingly strong relationships with CEOs to ensure proper deployment of projects and initiatives.
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CASACOM breaks down the findings of the report with insights on the four emerging areas most important to communications leaders:
According to the study, 66% of corporate brand stewardship falls under the responsibility of communication leaders, shifting away from marketing. Communications leaders are increasingly responsible for the experience of target audiences at all points within the buyer’s journey.
Why the shift? During business transformation, brand attributes, storylines and messages need to be coherent not only to external audiences but also to internal audiences. CCOs have a unique position within an organization to spearhead brand stewardship amongst employees and internal stakeholders, increasing momentum and continuity of communications to external audiences.
However, leaders surveyed feel there is more to be done in this area, with 44% reporting that the scope of their brand is assessed the way it should be.
Related to internal communications is the need to create a common, cohesive internal culture within an organization.
For communications leaders, this responsibility includes incorporating innovative methods for working and establishing data-driven processes to drive business decisions. In the survey, most communications leaders reported playing a role in strengthening norms, providing training, adding tools and sometimes even adjusting the systems within the organization to transform the culture in a sustainable way.
Increasingly, people are looking to organizations to become agents of societal change. Whether pushing for environmental sustainability to holding clear stances on societal issues, companies are expected to contribute to the larger society at some level.
Oftentimes, this responsibility is left to communications leaders with 80% of CCOs reporting responsibility for communicating the organization’s societal values. This sector is only expected to increase in the coming years.
Gain more insights on the role of communications leaders in business transformation from CASACOM. You can also read insights from other partners about Management and Brand Stewarship.
Founded in Montréal in 2001, CASACOM is an independent national communication and public relations consulting firm that helps clients accelerate business success through communications. Located in offices in Montréal and in Toronto, CASACOM brings a real understanding of cultural differences resulting in unique and highly effective communications strategies. The firm was founded with a deep sense of integrity and humanity and our unique approach to collaboration and excellence gives us the opportunity to truly make a difference in our clients’ businesses. The team is highly strategic, creative, and passionate and specializes in corporate communications, public affairs, and marketing communications.
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