​Reviewed by Genevieve Schofield, October 2024

This article first appeared in issue 1/2018 edition of Communication Director magazine.

For a long time, communication directors struggled to get the ear of their CEO, and CEOs were mostly immune to the idea of involving communications in the creation of the business strategy. This was based on the perception of the function as a mouthpiece for the organisation or ‘finesse merchants’ – teams who were able to take a strategy (that, incidentally, they had no part in formulating) and sprinkle some magic dust to make it shine.

Many still cling to this operating model and there are still obstacles that need to be overcome; however, thankfully, perceptions are changing. VMA GROUP has undertaken research into the challenges facing the profession, in order to understand the areas senior business executives expect the communications profession to own and where they can add the most value. The qualitative 52-page report includes 70 quotes from 40 chief executives based in Europe as well as input from leading academics.

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A call for the organisation to reinvent itself

Chief executive officers are looking for a strategic business adviser who sits at the inner core of the organisation and proactively connects, coordinates and facilitates the business to achieve its strategic objectives. They want their communications director to be more informed, provocative and business savvy and for them to move away from managing the organisation’s messages to focus more on the digital opportunity to actively grow their business – someone who can take the global conversation about the company and harness it towards the brightest commercial future, focusing on business progress and the creation of value.

The reason that organisations are having to reinvent themselves is due to the digital revolution. Not only has this changed the business environment necessitating new products, new customer platforms, new operating models and new ways of interacting with the buying public, it has changed the very meaning of an organisation itself.

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Competencies

The new breed of communications directors that are most in demand will possess new competencies for a new age: individuals who are drivers of change, strategic thinkers and entrepreneurial leaders. Proactive endeavour is the critical element delivering new business growth, rooting out commercial opportunities and drivi