In a series of discussions with senior global communications leaders over the past six months, we explored the role they are playing in helping CEOs and leaders evolve their approaches and grow more comfortable with the friction between different internal audiences.
The rapid elevation of communications leadership has given many practitioners a seat at the table but has left them to fill the role without a guidebook. Looking at how the top communications spot has changed since the 1990s – and what its trajectory might look like into the next decade – shows just how extensive this change has been.
The combination of overlapping social media networks with passionate and vigilant consumers means that chief marketing officers and chief communications officers are never more than one errant tweet or unflattering video away from a crisis. But while crises generate urgency and headlines, managing a brand today is a 24/7 operation of monitoring, messaging and refinement.
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