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2014 The Rising CCO(Chief Communications Officer) 리포트


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글로벌 PR회사 웨버 샌드윅(Weber Shandwick)과 글로벌 Executive Search 컨설팅 회사인 스펜서 스튜어트 (Spencer Stuart)와 공동으로 진행한 ‘The Rising CCO V’ 리포트가 뉴욕에서 발표되어 해당 인포그래픽과 주요 포인트를 공유합니다.

전세계 4개 대륙 글로벌 기업의 CCO(Chief Communication Officer) 203명을 대상으로 온라인 설문조사를 통해 진행된 금번 The Rising CCO리포트는 올해로 5회째 진행되고 있습니다.
설문 참여 CCO 중 73% 는 디지털▪소셜 시대의 도래로 말미암아 더 많은 디지털 전문가를 고용하고 있다.
설문참여 CCO 중 35% 는 디지털▪소셜 채널을 통해 커뮤니케이션이 이루어지는 만큼 마케팅 부문에 기존 보다 더욱 큰 책임을 지고 있다.
커뮤니케이션 환경 변화로 인해 CCO는 마케팅 컨텐츠를 개발하는데 있어 고민이 커지고 있다.
과거에는 전통적인 미디어 채널을 통해 기업 뉴스를 미디어로 노출시키는데 어려움이 크지 않았지만, 현재 다양한 소셜 채널들을 통하여 보다 다양한 PR 및 통이 커뮤니케이션이 이루어져야 하며, 이를 위해서는 다양한 컨텐츠를 개발하는 데 있어 더욱 많은 책임을 느낀다고 밝혔다. (=Brand Journalism)
가장 흥미로운 점은 CCO 모두가 디지털▪소셜 미디어 시대 도래로 인한 임팩트에 대해서 인식을 같이 하고 있으나, 가장 영향력 있는 소셜 플랫폼 (혹은 가장 영향력 있는 소통 창구) 에 관하여는 각 지역별 CCO 들은 차이를 보이고 있다.
대체적으로 북미와 유럽의 CCO들은 페이스북, 트위터와 같은 소셜 미디어가 마케팅에서 가장 중요한 역할 창구로 다루고 있으며 남미지역 CCO 들은 Digital community management 와 Video Production 을 중시하고 있다.
APAC 지역의 CCO 들은 기업 웹사이트가 가장 영향력 있는(사내커뮤니케이션 혹은 마케팅) 도구가 될 것이라 답변하여, 주요 대륙간 CCO들의 인식에 차이가 크다는 점이 흥미롭다.

리포트 상세 내용은 웨버 샌드윅 본사 홈페이지 참조:

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2014 The Rising CCO(Chief Communications Officer) 리포트

  1. 1. For more information about The Rising CCO V: Chief Communications Officers’ Perspectives on a Changing Media Environment, please contact: Leslie Gaines-Ross Chief Reputation Strategist Weber Shandwick George Jamison Corporate Communications Officer Practice Leader Spencer Stuart Alexis Gorman Corporate Communications Officer Practice Spencer Stuart THE RISING CCO V: CHIEF COMMUNICATIONS OFFICERS’ PERSPECTIVES ON A CHANGING MEDIA ENVIRONMENT Without a doubt, the media environment has undergone a sea change over the course of just a few short years. How are the world’s top communications professionals managing in this new and still-evolving world? Spencer Stuart and Weber Shandwick decided to explore the issues in the fifth installment of The Rising CCO, an ongoing survey of global chief communications officers (CCOs). Debuting in 2007, the study explores the expectations, challenges and changing responsibilities of the CCO. This year, Weber Shandwick and Spencer Stuart surveyed 203 senior communications professionals in North America, Europe, Asia Pacific and Latin America to explore their perspectives on the changing media environment, how they expect their responsibilities to evolve over time and the roles of traditional and social media. CCOs anticipate great media environment changes ahead Marketing and communications convergence is likely driven by the indivisibility of corporate and brand reputation CCOs attribute media environment changes to a variety of factors …many communications activities demand integrated strategies The CCO's job increasingly encompasses marketing While traditional media still reigns… The proximity of the CCO to the CEO remains close OVER HALF OF THE MOST SENIOR COMMUNICATIONS PROFESSIONALS REPORTTO THE TOP % EXTERNAL COMMUNICATIONS FOCUSES ON... WHICH IS THE MORE EFFECTIVE CHANNEL FOR EACH OF THE FOLLOWING? (ACCORDING TO GLOBAL CCOS) THE EXTENTTO WHICH THE MEDIA ENVIRONMENTWILL CHANGE OVER THE NEXT FEW YEARS (ON A SCALE OF 1-5), ACCORDING TO GLOBAL CCOs THE RATE OF GLOBAL CCOS WHO OVERSEE MARKETING INCREASED BY 35% BETWEEN 2012 AND 2014 % CCOS WHO REPORTTHEIR COMPANY IS CURRENTLY… Asia Pacific and Latin America not shown here due to small sample sizes REPORTTO CEO/CHAIR/VICE CHAIR 2007 2008 2010 2012 2014 48% 58% 54% 50% 57% TRADITIONAL MEDIA BOTH EQUALLY SOCIAL MEDIA We see something new every day…and new ways to use technology. Our experience over the past five years has taught us that the next five will be just as exciting. - North American CCO I think we'll see more and more the transition from traditional journalism to the use of social networks and informal information, with an increasing involvement of citizens as active agents of information. - European CCO The communication environment has developed enough for companies, so they are now ready to step out utilising their owned media. - APAC CCO Even though social media has been diffused and progressed dramatically, I think traditional media will maintain its influence. - APAC CCO % CCOs WITH MARKETING OVERSIGHT 2012 2014 51% 28% Media environment will change extensively Media environment won't change at all +53% GLOBAL CCOs EUROPE * = significantly higher than previous year +35% 42% 50% +19% NORTH AMERICA 17% 26% 26% * 35% TRADITIONAL AND SOCIAL MEDIA ARE EQUALLY EFFECTIVE RESOLVING A CRISIS OR ISSUE RETAINING CUSTOMERS ATTRACTINGNEW CUSTOMERS ANNOUNCEMENTOF EARNINGS OR FINANCIAL PERFORMANCE PROMOTING VISIBILITYOF SENIOR EXECUTIVES ATTRACTINGTALENTCREATING AWARENESS OF A NEWPRODUCT OR SERVICE TRADITIONAL MEDIA IS MORE EFFECTIVE SOCIAL MEDIA IS MORE EFFECTIVE 16% 21% 63% 25% 16% 58% 24% 54% 22% 50% 25% 25% 76% 3% 21% 54% 12% 34% 10% 56% 34% of CCOs say their companies are creating content, preparing to or considering doing so Creating and publishing own content In the process of preparing to become an original content publisher Considering becoming an original content publisher as a future initiative Creating and publishing content is impacting corporate communications 14% 18% 58% 90% TRADITIONAL MEDIA 64%SOCIAL/DIGITAL MEDIA 36% SOCIAL MEDIA TECHNOLOGICAL ADVANCEMENTS DEVELOPMENTOF MEDIA PLATFORMS DECLINE OFTRADITIONAL MEDIA CORPORATE NEEDS FINANCIAL CUSTOMER DEMAND/CHANGE INWAYS CUSTOMERS RECEIVE INFORMATION RISE OFTHE CITIZEN REPORTER/ “DEMOCRATISATION” OF INFORMATION 1 2 3 4 5 3% 0% 17% 79% 62% of CCOs agree that public relations has risen in status in the marketing mix over the past few years of CCOs agree that corporate reputation and brand reputation are indivisible today 84%