The New Era of the CCO: The Essential Role of Communication in a Volatile World
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The role of the chief communication officer (CCO) has dramatically changed over the past 30 years. Once focused on communications tactics, today’s CCO has become a strategically critical leader to any kind of enterprise—company, corporation, governmental, and nongovernmental entity. Today’s CCO is responsible for internal and external communication, with creating and implementing communication strategies that help mold enterprise mission, vision, values, and character, and with building enterprise reputation through stakeholder engagement.
As a part of the “C-Suite,” the CCO must understand the business at all levels—financial, operational, environmental, and even psychological—as well as the role she has in informing the C-Suite and the chief executive officer what internal and external stakeholders are thinking and how this may affect corporate image in terms of credibility, confidence, trust, relationship, and reputation. In short, the new CCO must understand both the science and the art of communication and apply that knowledge to advancing her enterprise’s goals and objectives through a faster and ever-larger-reaching set of media.
Roger Bolton is president of the Arthur W. Page Society, a former CCO at Aetna Inc., and U.S. Department of the Treasury, and a former Chair of the Arthur W. Page Society.
Don W. Stacks, Ph.D., is Professor and Director of the Public Relations Program in the School of Communication at the University of Miami, Coral Gables, FL. He has written more than 150 scholarly arti…
