Challenges for Corporate Communications in the Digital Age

by Lema Baraka 42592

       What I would like to share with you today. A simple question. Some empirical insights. The big picture. Inspirations for thoughts and discussions.

        Why should a corporation invest into communication and content?.       nter the balance sheet and cannot be depreciated.

        Today‘s challenges for corporations Business environment  Declining trust in corporations and top management  Rising demand for transparency  Unsettledness of employees caused by permanent change Pressure on existing business models  Stronger regulation and influence by authorities Communication environment §Trends towards speed, online, videos, emotions, stories, personalization Rise of participative patterns („social“ communication) Fragmentation of public spheres  New content formats and modes of production  Stakeholders demand communication Corporations seek advantages through communication Maintaining interpretive dominance Initiating understanding and acceptance Regaining trust and reputation

.        Largest study series of corp comm trends worldwide. 16,500 respondents from more than 40 countries. 55,000 reports printed and downloaded since 2007. Study on the CEO’s view on corp comm. 602 CEOs and executive board members. Interdisciplinary research collaboration.

        Current status of strategic communication 87% of communication professionals report a rising importance of communication for organisational success within the last 12 months 62% confirm that the influence and status of the communication function has increased But only 15% say that communication budgets have been increased above the average of other functions European Communication Monitor 2013

       Digital gatekeepers are very relevant, but not for for every corporation New and relevant gatekeepers for organisations: 58.1% Employees who are very active on the social web 53.2% Consumers who raise their voice on the social web 51.4% Bloggers and online community managers European Communication Monitor 2013         Every employee who communicates with relevant stakeholders might contribute to corporate communications, not only the communication function Outbound communication needs to be consistent and aligned to corporate goals, but also flexible regarding specific situations and publics (polyphony)   Inbound communication needs a holistic perspective and interpretive competencies (architectures of listening) “To be able to meet this challenge requires that professional communicators move their … focus from leading communication processes to developing the organisation’s communication skills on all levels” (Hamrefors) Zerfass & Franke 2013 Specific challenges within nowadays‘ „communicative organisations“ European Communication Monitor 2012 But it is still a long way to go! 37.0% 29,0% 14,7% 19,3% Managing communication activities and co-workers (planning, organising, leading staff, budgeting, evaluating processes and strategies, justifying communication spending, preparing for crises) Operational communication (talking to colleagues and journalists, writing press releases and print/online texts, producing communication media, monitoring results of our activities, organising events etc.) Coaching, training and educating members of the organisation or clients (on the vision, mission and other communication related issues as well as upgrading their communicative competence, preparing them for communicating with the media, stakeholders etc.) Aligning communication, the organisation / client and its