3首席通信官2025年趋势定义

Leadership Vision for 2025 Top3StrategicActionsfor ChiefCommunicationsOfficers Leadership Vision for CCOs in 2025 The role of Communications has evolved over the years inresponse to shifting internal and external dynamics. As thecomplexity of organizations’ communications requirementsincreases over time, Communications must adapt andbecome a true business partner. Key questions addressed: •What are the major trends affecting CCOs?•What are CCOs’ top priorities for the year ahead?•What skills and capabilities do CCOs and their teamsneed to succeed? In this context, communications leaders’ top priorities for2025 are: •Adopt new value delivery postures in response to thedemocratization of communications•Activate the responsible use of AI across functions•Establish new enterprise communications norms tocombat widespread and damaging information overload Communications leaders can use this research to stayahead of major trends and lead their teams toward asuccessful future. Key Actions for Chief Communications Officers Adoptnew value delivery posturesto bolsterhow communications adds value in response tothedemocratization of communications.01 Activate theresponsible use of AIwithin andbeyond the function to realize theopportunitiesand managereputational risks.02 03 Establishnew enterprise communicationsnormsto combat widespread and damaginginformation overload. Business-Led Communications Capabilities Are Growing The Shifting Boundary Between Communications-Led and Business-Led Communications New technologies are enabling the business to own more communications activities without CorporateCommunications’ support, shifting the already blurry boundary to the left. The blurry boundary Typical business-led activities Typical communications-led activities •Annual reporting•ESG reporting•Social media management•ESG/DEI messages•Intranet content•Executive speechwritingand presentation support •Website content•Creative services•Social media content•Thought leadership•Town hall presentations•Newsletters •Minor change announcements•Customer communications•General emails •Strategy announcements•Major change communications•Crisis messaging•Executive messages•Press releases Democratization of CommunicationsComplicates the Function’s Role Communications Conversation With Business PartnerIllustrative Adopt New Postures for Communications Value Delivery Four Postures for Communicationsto Create Value for the Organization Example: Cargill’s Communications Data andInsights Team Helps Communications ProvideEvidenced Business Recommendations Key Actions for Chief Communications Officers Adoptnew value delivery posturesto bolsterhow communications adds value in response tothedemocratization of communications.01 Activate theresponsible use of AIwithin andbeyond the function to realize theopportunitiesand managereputational risks.02 03 Establishnew enterprise communicationsnormsto combat widespread and damaginginformation overload. AI PresentsUnprecedentedOpportunities forBusiness andCommunications Executives are anticipating significantbusiness disruption, opportunities forgrowth, and productivity gains fromgenerative AI. Significant Risks to Navigate While Delivering on Expectations Rise in disinformation, misinformation and deepfakes createoperating complications or existential risks to the business Percentage of CEOs RESTRICTED DISTRIBUTION Champion the Responsible Activation of Generative AI Opportunities for Responsible AI Activation Within and Beyond the Communications Function Outside communications Within communications •Proactively advise executive leadershow to manage reputation risks.•Champion ongoing communicationof evolving AI strategy, policies andbest practices. •Incorporate GenAI use casesinto contentstrategy.•Define tasks to be owned orshared between humans and AI.•Accumulate GenAI-relevant teamskills (e.g., prompt engineering,fact checking). Key Actions for Chief Communications Officers Adoptnew value delivery posturesto bolsterhow communications adds value in response tothedemocratization of communications.01 Activate theresponsible use of AIwithin andbeyond the function to realize theopportunitiesand managereputational risks. 02 03 Establishnew enterprise communicationsnormsto combat widespread and damaginginformation overload. InformationOverload IsNow a SignificantBusiness Expense $4.6 million per weekisspent for an organizationof 10,000 employees 43% of the dayisspentconsuming information 27% of employeesreport feeling overloadedby information Organizations’ inability to manageinternal and external audiences’experience of information overloadsets them up for failure in theattention economy. n = 988 employees and managersSource: 2022 Gartner Communications Workforce Survey;Building Connection in the Post-Modern Workplace,Loom;Internal EmailCommunications Benchmarks (2022 Edition),PoliteMail;Median usual weekly earnings of full-time wage and salary workers