Corporate Communications, Our Analysis

CorporateCommunications

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Corporate Communications:Our Analysis

Few functions have been through the same transformation as Corporate Communications. In a world of instant news and citizen journalism, reputation can make or break a balance sheet. The protection of reputation is a critical concern of the Board, and Corporate Communications Directors are responsible for handling a multitude of conversations in a meaningful, content rich way.

At our annual Chief Financial Officer dinner, Lord Livingston stressed the importance for businesses to consider their

reputation with government, and their ability to influence and react to policy. The potential 2016 referendum will bring significant change, regardless of the result. It will be critical for businesses to ensure they have the right people, in the right locations, speaking and lobbying on their behalf.

Geopolitically, our world is becoming increasingly complex and potentially vulnerable. What used to be local is now global. When China decides to transition its economy, global financial markets roll in response; the tragic Syrian catastrophe reverberates across the world. The advent of social networks and ubiquitous computing allow interaction on a mass scale, circumventing centralized means of communication.

In this crowded - 500million tweets a day – world, the success of Corporate Communications relies on creative content. Professionals are challenged daily, hourly, every minute to provide solutions to cut through the digital noise. Creative communications can provide a platform on which businesses can be human and empathise with both internal and external stakeholders, developing relationships with potential brand ambassadors. This is increasingly important as social media feeds demand for authentic communications.

Communication professionals must evaluate messaging not only through Facebook or the other US giants (Twitter, Instagram, LinkedIn and YouTube), but also other global players, such as Vkontakte in Russia and Sina Weibo, Renren and QZone in China. In addition 2015 saw the advent of chat and messaging apps such as Snapchat, WhatsApp, WeChat, Viber, Kik, LINE and KakaoTalk which have such sophisticated functionality that they are already mimicking the traditional social media platforms. Gaming and virtual reality will provide a 360% creative ‘wrapper’ with which to tailor content to audiences – providing unlimited storytelling opportunities as it finds its place in the convergence of communications.

Corporate Responsibility has been a popular career destination for a broad range of professionals; however few have found opportunities which provide Board exposure. Whilst it remains difficult to measure the value of corporate responsibility, corporations are moving away from viewing it as a social activity or sideline. They are embedding social values and programmes into their core activities and looking for buy-in from all levels of management. CSR is becoming a core aspect of business personality, sitting comfortably between proactive brand promotion and as a protector of reputation.

Last year’s Volkswagen and Thomas Cook challenges have again, given rise to debate over the most effective way to manage crisis communications. Information transparency

is certainly key. Discussion over the correct sequence, and channels with which to share communication as well as who has the responsibility to do so has reached the Board table. The exhausted ‘PR’ title has been widely replaced with Reputation Management, and will continue to play a greater role in advising throughout all aspects of business, as well as at Board level.

The role of the Corporate Communications Director is consistently evolving. It comes in different shapes, sizes, titles and with

various reporting lines but there is no doubt that it is becoming increasingly important to businesses and organisations across the world.

In a world where communication rules supreme, we want to develop meaningful relationships with your community. We aim to reflect current trends, innovating how we share and communicate your stories and learnings, so that the voice of the professional community can become even more widely recognised.

Your UK TeamHannah Peech Head of the Corporate Communications Practice Hannah leads the recruitment of Corporate Communications Directors and other senior roles including Corporate Affairs, Media Relations, Government Relations, Corporate Responsibility, Internal and Change Communications, Digital and Investor Relations and Marketing Communications. Hannah joined Odgers in 2011 having

worked for a boutique communications and marketing recruitment firm. She works in partnership with our sector practices and international offices. [email protected]://twitter.com/HannahPeechuk.linkedin.com/in/hannahpeech DD: +44 (0) 20 7529 3978 | M: +44 (0) 7753 817 878

Rt Hon Baroness Virginia Bottomley Partner, Chair of the Board PracticeVirginia has been Chair of the Board Practice at Odgers Berndtson since 2000. She has an active interest in Corporate Communications, and the development of the function at Board level. Virginia was a member of the House of Commons from 1984 to 2005 serving successively as Secretary of State for Health and National Heritage

(now Culture, Media and Sport) serving in both John Major and Margaret Thatcher’s Governments. Virginia is an NED at Smith & Nephew, Chancellor of the University of Hull and a Trustee of The Economist [email protected] DD: + 44 (0) 20 7529 1066

Jessamy Vero Corporate Communications ResearcherJessamy specialises in research for senior appointments in the Corporate Communications function. Before joining the UK firm, she worked for Odgers Berndtson in India. Jessamy graduated with a BA in Anthropology from the University of Durham.

[email protected] DD: +44 (0) 20 7529 36347

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Your Global Team

Odgers Berndtson combines global reach with local knowledge to find talent across continents. Our dedicated colleagues can provide perspective on opportunities in their

markets, and insight to the current trends across sectors.

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Corporate Communications, Our Analysis

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