In a year when one executive search firm found that a majority of FTSE 100 companies have communications professionals on the executive board, it is even more urgent to define the relationship between the chief communications officer and corporate strategy. Before we do do that, we need to clear up a few definitions. What exactly is strategy? What defines the difference between strategy and tactics? Is being strategic a right or a privilege – that is, do even small, overworked communication teams have a hope of moving their work into a more strategic direction, rather than running to play catch up with social media channels, press releases and publications? These questions are explored in the Issue Focus section of this issue of Communication Director.
Strategy and the CCO
The full spectrum of the communicator's portfolio