2 Jan 08 @ 12:29 pm
Internal Communication: Execution Arm of the Chief Strategy Officer?
Much of the ongoing dialogue among internal communicators suggests that a key trend for the future of the function is outsourcing, unless, and it’s a big “unless,” the function can clearly demonstrate a convincing return on investment (ROI). In other words, if your function isn’t making money, then you’re a cost – and costs get cut.
There is certainly enough evidence for this to be taken seriously. But let me suggest a counter-trend: internal communications will become increasingly valued as the internal execution arm of the chief strategy officer.
Never heard of the chief strategy officer? Maybe you already have one, but under a different title (researchers found more than 90 title variations for this role[CRA1] ). If you don’t have a CSO, it’s quite possible you will soon. The role is appearing with “increasing frequency,” according to the authors of the article “The Chief Strategy Officer,” in the October 2007 edition of Harvard Business Review. (Please note: you may need a subscription to read the full article.) http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?ml_action=get-article&articleID=R0710D&ml_page=1&ml_subscriber=true
Whatever the title, the CSO role’s responsibilities for strategy formulation and execution entail heavy communications: clarifying the strategy, gaining commitment to it, and driving change to accomplish it. Smart CSOs are going to want and need the communications function close at hand.
Evidence for these trends remains anecdotal, but the experience last year of three communication functions in three different organizations in one city proves instructive:
- At an internationally renowned consumer-packaged goods company, internal communications and PR were moved from HR and Marketing respectively and consolidated directly under the chief strategy officer.
- At a troubled national health care concern, all communications were outsourced to a PR firm.
- At a global leader in “convenience retailing,” communications were also outsourced to a PR firm. The company then appointed a chief strategy officer who soon brought the entire communications team back inside the company as full-time employees.
The best CSOs recognize that their business success is built on effective communications. That recognition offers communicators the opportunity to spend less time trying to prove they’re relevant to the business, and more time achieving business results.
posted in category(s): Miscellaneous