Cutting through the noise Views of senior European communicators on the changing landscape and roles for corporate communicators. In order to capture what is top of mind in the shifting European communications arena, Brunswick and the European Association of Communications Directors (EACD) have partnered on a unique piece of research that included EACD members and other senior communicators across Europe. For more information please contact: Phil Riggins: www.brunswickgroup.com/people/directory/phil-riggins/

1. The Future of Corporate
Communications:
Cutting Through the Noise
Views of Senior European Communicators on the Changing
Landscape and Roles for Corporate Communicators
More Complexity
Greater Influence
Increasing Consolidation
Top Concerns for Communicators
Feel Influence of Corp Comms at Their
Organization is Increasing
Say responsibility for comms is
consolidated now
60%
Reasons for
Consolidation
Consistent messaging
across channels audiences
& geographies
Better coordination across
internal departments
More benefits and
synergies
28%
21%
39%
Communicators face a constant battle to
separate the signal from the noise.
Being more
strategic
Identifying &
addressing
reputation risks
before harm
Understanding
social media
Concern
about having
consistent
messaging
Changing
stakeholder
landscape
How to make
sense of big
data
Consolidated Comms
Separate Comms
61%
75%
68%
76%
87%
96%
27%
17%
36%
17%
32%
14%
Those with consolidated
comms are less likely to
identify concerns…
… And more likely to feel
comfortable about dealing
with key emerging
challenges
28% 75%
The Head is Currently On
The Board
The Head Should Sit on
the Board
Complexity will grow as the importance of diverse
audiences and channels increases.
Consumers Online
Communities
of Interest
Blogs Social
Networks
Video AppsConsumer
Advocacy
Groups
17%
Stakeholders
Channels
69%
55%
30%
49%
32%
71%
44%
69%
75%75%
47%
34%
22%
Important now
Important in 5 years
Corporate comms is increasingly
central to the business…
…But only a quarter of corp comms
heads sit on the board.
Integration of comms
functions is expected to rise.
More comms consolidation = less anxiety and more confidence
dealing with new issues.
Expect comms responsibility
to be consolidated in 5 years
Areas of Concern Areas of Comfort
44%
For the full report, visit http://brunswickinsight.com
General Information
Overload
Distinguishing What
Matters From Social
Media
60% 48%
NGOs
37%
47%
66%