In a world of fake news, organizations increasingly need to better manage their reputation and build trust. Those that do so successfully benefit from more engaged stakeholders, whether that's loyal customers, satisfied employees or informed shareholders. This book will help C-level executives, and especially the CEO, understand the criticality of the communications function, how it underpins a successful business strategy and why it needs to be a vital component of organizational planning, not an afterthought. Featuring interviews with 23 top Chief Communications Officers, the stories in this book provide clarity and insight into their paths to success as well as strategies for ensuring their work contributes to business performance and the bottom line. It will provide a compass for driven communications professionals interested in progressing in their communications career and ideas for senior communications executives who want to build, influence and protect their company's reputation in an ever-increasingly volatile world. It's well documented that a poorly managed crisis can quickly wipe out a company's reputation, customer relationships, and negatively impact sales. Less known and documented is the positive impact that well-planned communication strategies can have on customers, employees, and other stakeholders. Today, a strategic communication plan can proactively navigate a wide variety of target audiences, taking a holistic view of how an organization is regarded and positioned in the marketplace. With an increasing number of communications professionals now being promoted to the C-suite level,
Chief Communications Officers at Work will help everyone understand what it takes to successfully manage an organization's reputation at the highest level.
What You Will Learn How CCOs collaborate with their C-level counterparts and what the interlocks are between roles and functions How CCOs adapt to changes and find a way to manage crisis situations calmly and confidently How CCOs rely on data to inform decisions and demonstrate success
Who This Book Is For Current and aspiring Chief Communications Officers, C-level executives, and CEOs who want to understand the CCO role and function
在假新聞盛行的世界中，組織越來越需要更好地管理其聲譽並建立信任。那些成功做到這一點的組織，無論是忠實的客戶、滿意的員工還是知情的股東，都能從中受益，獲得更高的參與度。本書將幫助高層主管，特別是首席執行官（CEO），理解傳播功能的重要性，這一功能如何支撐成功的商業策略，以及為何它需要成為組織規劃中的重要組成部分，而不是事後的考量。
本書包含了23位頂尖首席傳播官的訪談，這些故事提供了他們成功之路的清晰見解和洞察，以及確保其工作對商業績效和底線貢獻的策略。它將為有志於在傳播職業中進步的傳播專業人士提供指引，並為希望在日益動盪的世界中建立、影響和保護公司聲譽的高級傳播主管提供想法。
有充分的文獻記載，管理不善的危機可以迅速摧毀公司的聲譽、客戶關係，並對銷售產生負面影響。而較少被人知曉和記錄的是，精心策劃的傳播策略對客戶、員工和其他利益相關者所能產生的正面影響。如今，戰略傳播計劃可以主動導航各種目標受眾，全面考量組織在市場上的形象和定位。隨著越來越多的傳播專業人士晉升至高層管理階層，《Chief Communications Officers at Work》將幫助每個人理解在最高層級成功管理組織聲譽所需的條件。
您將學到的內容：
- 首席傳播官（CCO）如何與其他高層主管合作，以及角色和職能之間的聯繫
- 首席傳播官（CCO）如何適應變化，並找到冷靜自信地管理危機情況的方法
- 首席傳播官（CCO）如何依賴數據來指導決策並展示成功
本書適合的讀者：
目前和有志成為首席傳播官（CCO）、高層主管及希望了解CCO角色和職能的首席執行官（CEO）。
Tabita Andersson is a senior communications, brand and marketing leader in the B2B industry. For over 25 years, she has worked in-house, with agencies, and as a consultant to provide communications support, advice and leadership to build and protect company brand and reputation. She is passionate about the role communications play in helping a business thrive and how it can help C-level executives connect the dots inside and outside their organization. Throughout her career, she has seen first-hand how difficult it is for talented communications professionals to make it to the C-level and beyond. At the same time, with the world becoming more volatile and the number of disparate stakeholders growing by the minute, the importance of having a trusted reputation is becoming a vital part of ensuring success for strategies aimed at growing or protecting businesses.
塔比塔·安德森 是一位在 B2B 行業的資深傳播、品牌和行銷領導者。她在這個領域工作了超過 25 年，曾在內部工作、與代理商合作以及擔任顧問，提供傳播支持、建議和領導，以建立和保護公司的品牌和聲譽。她對於傳播在幫助企業蓬勃發展中的角色充滿熱情，並且了解它如何幫助高層主管在組織內外建立聯繫。
在她的職業生涯中，她親眼目睹了有才華的傳播專業人士晉升至高層及更高職位的艱難。同時，隨著世界變得越來越不穩定，且各種不同利益相關者的數量每分鐘都在增加，擁有可信賴的聲譽的重要性正成為確保針對企業增長或保護策略成功的關鍵部分。
