ROCKVILLE, MD: Corporate communications pros are more likely than ever before to develop PR strategies around business priorities.
ROCKVILLE, MD: Corporate communications pros are more likely than
ever before to develop PR strategies around business priorities.
That was among the major findings in a report issued earlier this month
by Corporate Communications Studies (CCS). Respondents selecting from a
list of 11 possible management issues favored four priorities, ranking
them in the following order: quantifying communications results in
business terms; developing a communications plan aligned with corporate
priorities; integrating the communications function in the global
corporation; and organizing the corporate communications function for
Not surprisingly, the study pointed to globalization as the major force
driving change in the way corporate communicators go about their
’Many companies that are either becoming global, or have been global,
are now unifying their corporate communications infrastructures,’ said
CCS president Tom Moore.
One welcome but unexpected footnote to the study, according to Moore,
was that ’proving the value of the communications function’ was ranked
so low - the seventh most critical priority. Corporate communicators, he
said, no longer have to struggle for acceptance and legitimacy as much
as they did in the past.
’The results suggest that at least in the largest corporations, this
hurdle has been overcome,’ he said, adding that corporate communications
pros have historically been hard-pressed to show measurable business or
economic benefits for many of their programs.
CCS based its results on 81 responses it received. Respondents included
corporate communications officers from com- panies including America
Online, AT&T, Ford and Nike.