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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 25 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.
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 freelancer 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.