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Roundtable Report: Priority Issues for Corporate Communications Professionals
November 04, 2022 | Report
Economic, political, and social events of recent years have accelerated the evolution of the role communications teams serve both inside the organization and out. At a marketing and communications roundtable The Conference Board held in September 2022, executives noted that the role of the communications team has become increasing complex, catering to multiple stakeholder groups and a rapidly changing customer base in uncertain and volatile economic and social environments.
Insights for What’s Ahead
Executives who attended the roundtable as a follow-up to our June Rapid Pulse Survey (about the challenges marketing and communications executives face) see the following changes accelerating:
- Increasingly, external and internal communications functions are merging; many companies are synthesizing them into a single function. The motivation is to present a consistent, unified, and coherent message to all stakeholders: “There is nothing said internally that doesn’t go out externally and vice versa,” as one participant put it.
- The rapidly changing landscape and increasing workload require greater than ever peer-to-peer collaboration both inside and outside the organization. Roundtable participants who work internally cited increasing engagement with
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