Gartner-首席通信官领导力愿景2022（英）-10页_242kb

Gartner® Chief Communications Officer Leadership Vision for 2022 Summary

Core Content

Gartner's Chief Communications Officer Leadership Vision for 2022 outlines three strategic actions for communications leaders to ensure success in a rapidly evolving business landscape. The report emphasizes the need for CCOs to adapt to new challenges and opportunities created by the ongoing impact of the global pandemic, the rise of digital transformation, and the increasing demand for transparency and engagement around ESG (Environmental, Social, and Governance) issues.

Main Trends

1. Rising Demand for Communications Support

   • The demand for communications support is growing faster than the allocation of resources. CCOs are expected to expand their role to support the business, but often lack the corresponding budget and resources.

2. Overwhelming Pace of Change

   • The VUCA (Volatile, Uncertain, Complex, Ambiguous) environment is causing confusion among employees, which hinders their performance and the achievement of business outcomes.

3. Increased Demand for Transparency on ESG Issues

   • Both internal and external audiences are demanding greater transparency and engagement with ESG topics. CCOs must integrate ESG into the corporate narrative and communicate its relevance to employees and stakeholders.

Key Challenges for CCOs

• Balancing Short-Term and Long-Term Goals
  CCOs must avoid falling back into "order-taker" mode by balancing execution needs with strategic planning.

• Supporting Employees Through Change
  CCOs are responsible for maintaining employee engagement and morale during periods of upheaval, which is critical for business performance.

Strategic Actions for CCOs

1. Create a Strategic Plan Aligned with Business Priorities

   • Develop a strategic plan that cascades from top business goals, ensuring that communication efforts are aligned with organizational objectives.
   • Implement SMART objectives and KPIs to measure the effectiveness of communication strategies.

2. Redesign Team Roles for Strategy and Execution

   • Separate strategy and execution roles within the communications team, assigning strategy to senior staff and execution to junior and mid-level staff.

3. Introduce Governance and Prioritization Processes

   • Implement processes such as service statements and prioritization exercises to help communications teams focus on strategic work and resist non-strategic demands.

4. Evolve Communication Approaches to New Ways of Working

   • Adapt communication methods to support the new ways of working, including digital enablement, peer-to-peer engagement, and asynchronous communication.

5. Segment Audiences and Develop Personas

   • Use audience segmentation and persona development to ensure targeted and effective communication strategies.

6. Listen to Employees and Understand Their Needs

   • Engage with employees to better understand their needs, barriers to performance, and how to better support them.

7. Prioritize Social Issues Based on Engagement Criteria

   • Select which social issues the organization will support using predetermined engagement criteria.
   • Align social impact messaging with the corporate narrative and highlight personal benefits.

8. Optimize Channel Mix for Employee Engagement

   • Determine the most effective channels for engaging employees, such as digital platforms, peer networks, and leadership communication.

Recommended Actions

• Enable Goal Focus
  Develop a strategic plan that aligns with business priorities, defines roles, and introduces processes to prioritize work effectively.

• Evaluate and Evolve Communication Approaches
  Engage employees through listening, audience segmentation, and the use of optimal communication channels.

• Prioritize Social Issues and Communicate Effectively
  Select social issues based on engagement criteria and craft messages that align with the corporate narrative and emphasize personal benefits.

Additional Resources

• Research: Communications' Role in Managing the Future of Work
  This research highlights how communications leaders can enhance remote worker experiences and drive engagement in a distributed workforce.

• Research: Build a Better Strategic Plan for Your Function
  Offers tools and templates to help communications leaders create and execute strategic plans.

• Resource Hub: Future of Work Reinvented
  Provides insights and guidance on how to reinvent work practices to maximize employee engagement and productivity.

• Journal: Gartner Business Quarterly
  A source for the latest research on organizational issues across the C-suite.

Contact Information

• U.S.: 1-855-811-7593
• International: +44 (0) 3330 607 044
• Become a Client: gartner.com/en/marketing/role/communications-leaders

Conclusion

The report underscores the critical role of CCOs in navigating the complexities of the modern workplace, emphasizing the need for strategic planning, role redesign, and innovative communication approaches. By focusing on these areas, CCOs can better support their organizations and ensure effective engagement with both internal and external stakeholders.