What does the role of communications look like in today’s corporate landscape? We asked 1,000 communicators what their job entails, priorities, and team structure.
Memo’s Evolving Role of Communications report examines where comms leaders sit relative to the rest of their business, what they’re focused on right now, and what all of that signals for the future of the role. Keep reading for some highlights or check out the full report.
Even with the rise of the CCO, comms teams still report into marketing leadership.
According to comms leaders at the VP level and above, it’s a fairly even split between reporting to a marketing leader/CMO and the CEO. An overwhelming 85% report to one of the two. When you break it down by team size, small (less than 30) and large (70+) comms teams are most commonly reporting to their CEOs.
Internal communications and marketing campaigns top the list of responsibilities for comms leaders.
Aside from external communications, most comms VP’s (or above) are also responsible for internal communications and social or corporate responsibility initiatives. Comms pros under the VP level are more focused on social media, proactive media, and brand design than their more senior counterparts.
Internal comms pros are most focused on changing perception of the company they work for.
In fact, 43% of internal comms professionals ranked changing perception within their top 3 priorities right now. Corporate comms teams, on the other hand, are also focused on community engagement but prioritize key message amplification at almost the same frequency.
Can’t wait to see how things shift in next years’ survey!