C-suites increasingly expect PR to move the business needle. This year’s Global Comms Report focuses not only on the tools and tactics communicators are using to answer that call but on the rising consideration being given to the optimal workplace setting in which this crucial work is best done.
More than any prior iteration, last year’s Global Comms Report, the annual study presented by Cision in partnership with PRWeek, underscored the great strides the discipline has made in achieving a key place in the C-suite.
This year’s worldwide survey of 427 industry professionals goes a step further. Based on conversations they are having with company leadership teams, PR practitioners understand that the C-suite seeks more from them than handling reputational issues and crises. There is now an expectation that comms play a key role in moving the needle on business factors such as revenue, share of voice and a company’s overall value.
Respondents to this seventh annual survey, taken by senior-level leaders in PR, communications and marketing across 10 countries, were asked to choose the four factors they believe to be comms’ biggest priorities in the eyes of their CEOs.
Two matters that see significant year-over-year upticks are “customer acquisition/engagement” and “driving sales/revenue.” For the former, 43% put it in their top four this year (as compared to 34% last year). With the latter, 42% rank it among their top four this year (versus 33% last year). The top-ranking factor is “building sustainable growth and value for the brand,” which 60% put in their top four this year, compared to 54% last year.
The emphasis on these business-moving matters doesn’t surprise Sarah O’Grady, SVP of marketing for Cision and Brandwatch. “The C-suite knows that the tools available to measure comms’ impact have gotten significantly more sophisticated,” she asserts. “With that knowledge, they now expect their comms teams to be able to track and report out on data at a much more real-time and granular level than ever before.”
“They also realize that reliable, authentic communication is essential for building consumer trust and managing brand reputation,” notes O’Grady. “Therefore, it is critical to acquiring and retaining customers.” Boeing CCO Brian Besanceney, who previously held the same role at Walmart, agrees that the C-suite wants the PR function to demonstrate the extent of its influence beyond what many would consider to be traditional areas.
“Comms has played an essential role in helping CEOs manage the tectonic events of this decade, from the pandemic to social issues to geopolitics,” he suggests.“ Part of our responsibility as communicators is continuing to demonstrate increased ROI for our function — not just through firefighting, but through the unique ways we strengthen business performance.”
Forty-one percent of respondents (whether themselves or their comms lead) report directly to the CEO. However, that number doesn’t fully represent the increasing levels to which PR’s expertise is sought out by the executive branch. In fact, 92% of global pros say that their C-suite sought their counsel more often last year than in prior years.
C-suites increasingly expect PR to move the business needle. This year’s Global Comms Report focuses not only on the tools and tactics communicators are using to answer that call but on the rising consideration being given to the optimal workplace setting in which this crucial work is best done.
More than any prior iteration, last year’s Global Comms Report, the annual study presented by Cision in partnership with PRWeek, underscored the great strides the discipline has made in achieving a key place in the C-suite.
This year’s worldwide survey of 427 industry professionals goes a step further. Based on conversations they are having with company leadership teams, PR practitioners understand that the C-suite seeks more from them than handling reputational issues and crises. There is now an expectation that comms play a key role in moving the needle on business factors such as revenue, share of voice and a company’s overall value.
Respondents to this seventh annual survey, taken by senior-level leaders in PR, communications and marketing across 10 countries, were asked to choose the four factors they believe to be comms’ biggest priorities in the eyes of their CEOs.
Two matters that see significant year-over-year upticks are “customer acquisition/engagement” and “driving sales/revenue.” For the former, 43% put it in their top four this year (as compared to 34% last year). With the latter, 42% rank it among their top four this year (versus 33% last year). The top-ranking factor is “building sustainable growth and value for the brand,” which 60% put in their top four this year, compared to 54% last year.
The emphasis on these business-moving matters doesn’t surprise Sarah O’Grady, SVP of marketing for Cision and Brandwatch. “The C-suite knows that the tools available to measure comms’ impact have gotten significantly more sophisticated,” she asserts. “With that knowledge, they now expect their comms teams to be able to track and report out on data at a much more real-time and granular level than ever before.”
“They also realize that reliable, authentic communication is essential for building consumer trust and managing brand reputation,” notes O’Grady. “Therefore, it is critical to acquiring and retaining customers.” Boeing CCO Brian Besanceney, who previously held the same role at Walmart, agrees that the C-suite wants the PR function to demonstrate the extent of its influence beyond what many would consider to be traditional areas.
“Comms has played an essential role in helping CEOs manage the tectonic events of this decade, from the pandemic to social issues to geopolitics,” he suggests.“ Part of our responsibility as communicators is continuing to demonstrate increased ROI for our function — not just through firefighting, but through the unique ways we strengthen business performance.”
Forty-one percent of respondents (whether themselves or their comms lead) report directly to the CEO. However, that number doesn’t fully represent the increasing levels to which PR’s expertise is sought out by the executive branch. In fact, 92% of global pros say that their C-suite sought their counsel more often last year than in prior years.
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