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18 March 2024 / Guide & Reference
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Copy LinkThe past 36 months have cast CCOs and their teams as “superheroes” defending the enterprise, no matter what disruptive force is flung at them. In 2024, holding on to this seat at the right hand of the CEO will be a challenge as we face more disruption in geopolitics, economics, climate, technology, talent, AI, and customer behavior. Each of these areas will create its own particular turbulence.
To discuss the challenges ahead and how to meet them, The Conference Board gathered a group of over 300 corporate communicators and thought leaders to discuss the year ahead. Here are some of their major insights.
Communicators don’t just execute strategies, they shape them. In previous times of turmoil—9/11, the financial crisis, civil unrest, and the pandemic—corporate communications teams have set the narrative and taken the lead. 2024 has the probability of being another one of those times. However, to lead the organization, you must have an aligned plan and the tools to measure its real-time impact. The plan must always be clear with its intention, guided by the company’s purpose, and implemented through its values—but adjusted to ongoing reactions and learnings.
“Communications is not a soft skill, but a rock-hard competency.”—Sally Susman, Executive Vice President and Chief Corporate Affairs Officer, Pfizer
Members of The Conference Board get exclusive access to Trusted Insights for What’s AheadTM through publications, Conferences and events, webcasts, podcasts, data & analysis, and Member Communities.
