Communications directors are increasingly recognized as vital to the success of modern businesses. Historically, they struggled to gain influence with CEOs, often being seen merely as the organization’s voice rather than strategic partners. However, this perception is evolving as the role of communications directors becomes more integral to business strategy and growth.
The Evolving Role of Communications Directors
VMA GROUP has conducted research to explore the challenges faced by communications directors and identify where they can add the most value. This comprehensive 52-page report features insights from 40 chief executives across Europe and contributions from leading academics. The findings highlight a shift in expectations, with CEOs seeking strategic business advisers who can connect, coordinate, and facilitate the achievement of strategic objectives.
A Call for Organisational Reinvention
The digital revolution has necessitated a reinvention of business environments, products, customer platforms, and operating models. CEOs now desire communications directors who are informed, provocative, and business-savvy, capable of moving beyond message management to leverage digital opportunities for business growth.
Competencies for the New Age
Today’s most sought-after communications directors are those who are:
- Drivers of change
- Strategic thinkers
- Entrepreneurial leaders
Proactivity is crucial, with a focus on identifying commercial opportunities, driving internal change, and fostering business growth. The new communications culture demands authenticity and transparency, driven by digital transformation and an “always-on” environment.
Leadership and Strategic Insight
Leadership Expectations
CEOs expect communications directors to exhibit true leadership. While core technical skills remain important, they must be paired with a strong business mindset. The role involves providing strategic insight across the organization rather than merely offering counsel. Despite the challenges posed by heightened expectations, the profession’s growing importance is evident.
Skills to Drive Value as a Strategic Business Leader
Communications directors can enhance their strategic leadership by:
- Developing strategies that reinforce their role in leading the organization’s brand and reputation.
- Recognizing the value of expertise in various communications disciplines and leveraging it as needed.
- Proactively stepping into leadership roles, engaging closely with the business to maximize value.
Gaining deeper business insights enables communications directors to deliver greater value. For more information, you can download VMA GROUP’s report: Beyond Communications: A CEO Perspective on Reputation Leadership.
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