
From recent research conducted on Italian firms, it emerges that the function of communication, and particularly the role of its director, are acquiring more and more importance in the organisational structure of firms. Two indicators in particular show the importance that communication officers are gaining in the strategic management of Italian organisations. First, in 78 per cent of Italian companies, the communication manager is a corporate communication officer (CCO), thus reporting to the CEO in most cases. Second, 61 per cent of Italian communication managers see their proposals taken seriously or very seriously into account by their top management and their CEO.