Why communication departments need to enhance their positioning

Abstract

Corporate communication is an increasingly important success factor for businesses during times of economic challenges and political disruption. But the recognition and resources for the professionals in charge are rarely rising and, in many cases, shrinking. What are the reasons for this? A survey of 1,147 top executives, middle managers, and co-workers without leadership responsibility in large companies provides eye-opening but also disillusioning insights. It highlights a clear need for communication leaders to better position their teams and sharpen their profile.