Corporate PR pros polled on priority

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.

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

maximum effectiveness.



Not surprisingly, the study pointed to globalization as the major force

driving change in the way corporate communicators go about their

jobs.



’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.



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