Fewer than a third of senior communicators consider themselves key advisors to their organization’s CEO, according to a survey of chief corporate communicators released today by PR giant APCO Worldwide.
The study, conducted by APCO’s global opinion research group APCO Insight, found that while a vast majority — 89 percent — of chief communicators said they have direct access to their CEO, only a little more than half — 52 percent — report directly to the CEO, and only 29 percent said they are key business advisors to that executive. Only 38 percent described themselves as being a leading voice in critical business discussions at their company.
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Moreover, fewer than half — 47 percent — said their organization’s communications function is "highly integrated" throughout the company and with other teams, and about a third — 33 percent — still view communications budgets as being tighter compared to other departments or more likely to experience budget cuts.
On the other hand, the APCO survey also found that three-fourths of CCOs — 75 percent — believe their CEO understands the value of their company’s reputation, and 61 percent of respondents said their company views communications as integral to other functions within the company.
Taken together, the findings suggesting a gap may exist between the acknowledged need for communications in corporations and the role those communicators ultimately play.
APCO’s survey was conducted in October and included responses from more than 110 senior communications professionals across various B2B and consumer industries in the United States, Japan, Germany, Finland and Canada.
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