The Future of Corporate Communications: Cutting Through the NoiseViews of Senior European Communicators on the Changing Landscape and Roles for Corporate Communicators

More Complexity

Greater Influence

Increasing Consolidation

Top Concerns for Communicators

Feel In�uence of Corp Comms at Their Organization is Increasing

Say responsibility for comms is consolidated now

60%

Reasons for Consolidation

Consistent messaging across channels audiences & geographies

Better coordination across internal departments

More bene�ts and synergies

28%

21%

39%

Communicators face a constant battle to separate the signal from the noise.

Being more strategic

Identifying & addressing

reputation risks before harm

Understanding social media

Concern about having

consistent messaging

Changing stakeholder landscape

How to make sense of big

data

Consolidated Comms

Separate Comms

61%

75%68%

76%

87%

96%

27%17%

36%

17%

32%

14%

Those with consolidated comms are less likely to identify concerns…

… And more likely to feel comfortable about dealing with key emerging challenges

28% 75%

The Head is Currently On The Board

The Head Should Sit on the Board

Complexity will grow as the importance of diverse audiences and channels increases.

Consumers Online Communities

of Interest

Blogs Social Networks

Video AppsConsumer Advocacy

Groups

17%

Stakeholders

Channels

69%

55%

30%

49%

32%

71%

44%

69%75%75%

47%

34%

22%Important now

Important in 5 years

Corporate comms is increasingly central to the business…

…But only a quarter of corp comms heads sit on the board.

Integration of comms functions is expected to rise.

More comms consolidation = less anxiety and more confidence dealing with new issues.

Expect comms responsibility to be consolidated in 5 years

Areas of Concern Areas of Comfort

44%

For the full report, visit http://brunswickinsight.com

General Information Overload

Distinguishing What Matters From Social

Media

60% 48%

NGOs

37%

47%

66%