This is a short clip from the Stories and Strategies Podcast.
In this episode Linda Zebian of Muck Rack discusses the evolving dynamics of who is getting a 'seat at the table' in the realms of marketing and communications within organizations. She points out that traditionally, Chief Marketing Officers (CMOs) have been more likely to have a direct line to CEOs and play a significant role in organizational decision-making. This is primarily because marketing departments often have clearer metrics to demonstrate their direct impact on a company's bottom line, such as lead generation and sales figures. However, Zebian notes a shifting trend where Chief Communications Officers (CCOs) are increasingly being recognized for their critical role in brand management and crisis communication.
Zebian emphasizes the growing importance of CCOs, especially in situations where rapid and effective communication is vital to maintain a company's reputation. These roles, she suggests, are becoming more prominent as businesses recognize the speed and impact of public relations crises in the digital age. The relationship between CCOs and CEOs is described as one of intimate trust, contrasting with the more results-driven relationship between CEOs and CMOs. Zebian indicates that more businesses are seeing the value in appointing CCOs, especially as they grow in size and revenue, recognizing the need for strategic communication at the highest levels. This trend underscores a broader recognition of the value of communications in shaping and defending a company's public image, beyond the traditional marketing metrics.
#publicrelations #marketingstrategy #executivecoaching #storiesandstrategies
