After speaking to nearly 250 senior communication executives across the world, 6 percent of whom were healthcare leaders, here are the 10 findings of the report:
1. Corporate communication is more important to C-suite leaders than before.
In 2014, 34 percent of chief communications officers reported to the CEO, as compared to 46 percent today. CCOs also report having more strategic importance to the organization than before.
2. Modern communication strategy is agile.
Creativity, multidisciplinary reach and agility are increasingly important for CCOs. Leading teams are balancing traditional skills like writing and media engagement with social purpose and content marketing, all underpinned by data to help track and achieve measurable goals.
3. New technology gives value but confuses leaders with how to proceed.
Comms-tech has been identified by 70 percent of CCOs as a major area of investment in the coming year, but 58 percent of respondents said it’s hard to justify those large investments. It seems that leaders are unsure about the correct form of implementation for the technology.
4. Employee well-being is a priority.
CCOs reported increasing investment in employee communications and engagement systems in an effort to connect with and understand their staff. Sixty-two percent of CCOs have increased their focus on employee communications.
5. Social issues are increasingly important.
The multiple societal challenges that have been brought to widespread public attention since the start of the pandemic have changed communications strategies, with 73 percent of CCOs saying they shifted communications agendas.
6. Organizational structure is a pendulum.
Whether centralized, decentralized or matrixed, organizational structures go in and out of fashion. In any system, it’s important to focus on governance, accountability and clear process.
7. Communicators are used as change-makers.
Instead of being used for only employee communication and reputation management, communications teams are being used to drive organizational change and shift mindsets. Seventy-seven percent of CCOs said business transformation has affected their agendas.
8. Communication and marketing are increasingly similar.
Lines are blurring between communications and marketing, driving more marketing decisions and responsibility into the CCO’s hands. Creating a collaborative environment between communications and marketing teams can provide the best work.
9. Corporate branding matters more than ever.
Sixty-three percent of CCOs say they are now responsible for their company’s brand and corporate identity.
10. Resources aren’t keeping up with new responsibilities.
Less than 1 in 10 CCOs said they expected a budget increase of more than 15 percent, meaning that despite all the new growth areas for communications teams, they are often underfunded.
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