Experts agree: CCOs will play a key role in the future of organizations - Liderando la reputación corporativa de las empresas - Corporate
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Experts agree: CCOs will play a key role in the future of organizations


Experts agree: CCOs will play a key role in the future of organizations

Madrid, 6th July 2015. Last week, Corporate Excellence celebrated the third edition of our flagship course, The Global CCO, a unique program within its category, specifically designed to strengthen the skills and knowledge of the future managers of intangible assets.

The students, all of whom hold top positions in their companies, have successfully finished the first module of the course. During the week, it was examined the challenges to be faced and the opportunities available as managers of intangible assets, an essential figure in the decision making process. It also introduced the new communication model, analysed some convenient listening mechanisms and to be used to identify important global issues and consequently design appropriate solutions on the basis of a public-private collaboration; furthermore, it was reviewed some of the metrics that prove how intangible assets management helps adding value to the company.

As an activity supplementary to the course, we had the opportunity to listen to Roger Bolton, president of the Arthur W. Page Society. He spoke at the launching event of the Dircom Yearbook 2015 sharing the last communication trends in the United States. During his speech, Roger Bolton, who is also a member of Corporate Excellence Council Board, explained The Page Principles, helpful guidelines for companies to develop a successful corporate communication.

It is true that companies aiming to be authentic need a global character and to be aware of the Social Media Revolution but Bolton suggests that they should also guarantee stakeholder empowerment. Communication is no longer an exclusive dialogue between companies and their stakeholders, now it also happens between stakeholders and companies should be aware of what is perceived and transmitted. Authenticity requires a well-defined character, this is, a clear and unique character marked by the mission, values, culture and business model of a company

Bolton talked about the role of the CCO, the Chief Communications Officer, and underscore how this figure is becoming more and more important for companies. The main task of the CCO is that of being the Engagement System Builder in the company, the responsible of building and operating system and developing skills to involve and commit the stakeholders. CCOS are also guards of reputation, they have to be experts on building relationships and develop a strategic and critical thinking.

As a final touch, we had breakfast with Anne Gregory, President of the Global Alliance of Public Relations and Communication Management. Gregory discussed with the assistants about the growing importance of communications in companies. Nowadays, enterprises need to get the engagement of their stakeholders and leave behind the imposition of messages and actions considering their interests.

Regarding communication and stakeholder management, Gregory also pointed out the value of the long term when designing strategic and value creation plans. She also highlighted the essential role of values and explained some tools that can be helpful to convey those values to the key stakeholders. She finished her speech by reminding the 4P for an excellent communication management: purpose, principles, people and processes.

The second module of the program will take place in September in Barcelona on the topic The NewCommunication Model: Present and Future.