This blog post appears courtesy of The Arthur W. Page Society and the release of their white paper “The New CCO: Transforming Enterprises in a Changing World.”
Don’t get me wrong. Being a Chief Communications Officer (CCO) is a fantastic job that I loved every day…well, most days. But today’s CCO is at a critical inflection point, as the Arthur W. Page Society points out in its new report, The New CCO.
CCOs today must be quick studies and in many areas. Geopolitics, physical and behavioral sciences, social media, macroeconomics, leadership and other issues cross their plates regularly. But no area is more important to CCOs than using research and measurement to find new insights into a changing environment.
In a data- and research-rich world, expectations are growing in board rooms and C-suites for the “science beneath the art of public relations” — the focus of our work at IPR. I can’t count the number of times I was asked at GE by a CFO, general counsel or business leader, “how do we know this?” or, more pointedly “how do you know this?” Gulp.
Admittedly, my answer was often based on anecdotes or “gut,” as my former boss, Jack Welch, likes to say. That is not always good enough.
As the Page report says, communications teams must transform themselves, including by developing new measurements of effectiveness and key performance indicators. By doing so, they can deliver more informed and valuable insights. “Leading enterprises are pioneering the development of digital engagement systems that drive deeper insights and greater capabilities related to business-critical engagement activities.” Double gulp.
The good news, for me, in reading this part of the CCO report is that many of these insights, much of this data and Key Performance Indicators (KPIs) already exist in the form of IPR research. Just look at the titles of some recent work featured in the IPR Research Newsletter:
* “IPR Launches Behavioral Research Center,” by our friend Terry Flynn
* “Fortune 500 Companies Prefer Instagram Over Blogs,” by Hailey Gerhard
* “Impressions Are a Sham: The Path to Better Metrics,” by Tim Marklein
IPR research is a treasure trove of terrific insights for the CCO that can lead to more informed and effective strategy and action. It can help you take on fundamental issues around personal privacy vs. personalized services, the new media environment, or the rapid diversification of industries and marketplaces. And help you react to rapidly changing expectations. For example, research for the CCO report showed that 93 percent of CCOs said that their KPIs are significantly different today than they were three to five years ago. Triple gulp.
Again, the good news is that the road map laid out by the Page report and the research by IPR are a powerful combination for any CCO or communication professional. It’s one reason why IPR President Tina McCorkindale was a critical part of developing the Page report and joined us at the launch event. Today’s IPR research is more focused than ever on the new demands for PR professionals. And, thanks to a great collaboration between academics and PR pros, it is more digestible and actionable than ever.
So as you read the CCO report, also dive into the insights that IPR is providing. The result will be fewer embarrassing “gulps” and better outcomes for you and your organization.
Gary Sheffer is a Trustee of the Institute for Public Relations. He was formerly the Chief Communications Officer of General Electric. Follow him on Twitter @garysheffer.
