Not too long ago, public relations was just one big department. Today, though, many companies see the value of subdividing into departments such as internal communications, marketing communications, social media, and corporate communications. This means that the job of Chief Communications Officer (CCO) is more critical than ever before. A modern CCO is a strategic advisor to the CEO, the Board of Directors, and the entire management team, and is a critical part of everything from branding to public positioning. Here is what your CCO needs to be successful.
Understanding Modern Communications
The factors affecting both B2C (business to consumer) and B2B (business to business) communications have changed dramatically in the past two decades. Today’s CCO needs to understand the importance of such factors as:
Globalization: Modern CCOs need to be aware of the effects of global integration. Even small companies now have the ability to take manufacturing processes overseas and to sell to a global marketplace, and it is up to the CCO to develop communication strategies that resonate with an international audience.
Communication channels: From websites to an endless array of social media, there are far more communication channels than ever before. Each channel calls for a different strategy, voice, and style, yet all must seamlessly integrate into a cohesive brand.
Communication speed: In an age when anyone can snap a cell phone picture of her lunch and broadcast it to the world with the click of a button, companies no longer have the luxury of time in building their brand. Consumers expect frequent, instantaneous communication over a variety of digital channels.
Key Traits for Today’s CCOs
In today’s world, good communication skills and a knack for PR are no longer enough. Modern CCOs must be worldly, strategic, bold, and savvy. The following traits are key:
Intelligence: Intellectual curiosity, the ability to learn fast, comfort with the unfamiliar, and the confidence to communicate with diverse audiences are essential.
Intuition: CCOs need sharp intuitive skills and strong instincts. They must be able to quickly read people and situations and know how to get a group of strangers moving as a cohesive unit.
Objectivity: A top CCO is able to maintain a clear, objective, neutral mindset while being bombarded with conflicting information. She does not pass judgment, but she is good at focusing on critical details against a constant background of noise.
Coaching skills: As an advisor to everyone from front line managers to the C-suite, a CCO must be able to guide others without sounding harsh and to help bring out the best in everyone.
Sound judgment: A successful CCO understands when a public statement is called for and when it is better to let a situation blow over. He knows when to fight for a particular vision and when to let someone else claim the victory.
Today’s CCOs have more responsibility and more things to consider than ever before. The right person for the job is bold, intellectually curious, and strategic—a confident leader with excellent judgment and coaching skills.
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If you are ready to get started with an executive search firm that will stand with you every step of the way, contact Torch Group today at 1-833-99-TORCH (86724).