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As the communication function at organisations becomes more advanced it draws ever closer to a point that is key for its performance: strategy, i.e. the ability to bring strategic value to an organisation by joining together business-related objectives and results with those related directly to communication itself.
Over 2200 specialists from 42 countries clearly understand that reinforcing the communication function means taking on a strategic role at organisations once and for all, especially in regard to the CEO as a company’s top executive. These figures are taken from the 2012 edition of the annual survey conducted by the European Association of Communication Directors, EUPRERA (European Public Relations Education & Research Association and the European magazine Communication Director, with the sponsorship of international PR agency Ketchum-Pleon.
This document has been prepared by Corporate Excellence – Centre for Reputation Leadership. It has cited, from among other sources, speeches by Sebastián Cebrián, General Manager of Dircom, Alfonso González Herrero, Head of External Communications at IBM, Ángeles Moreno, tenured lecturer at the Dept. of Communication of the Rey Juan Carlos University , and Tony Noel, President of Ketchum-Pleon in Spain, delivered at the presentation of the study European Communication Monitor 2012, organised by Dircom and Ketchum-Pleon in 2012.