Critical Business Asset for Strategic Global Change
Chapter Ten: Looking Ahead
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This chapter examines the forces that concern the chief communication officers of major multinational corporations in three important areas as they lead their companies:
1) Technology—“always on” communications
2) Complexity—Companies whose entire footprint is global need to have a corporate communication capability with the same footprint.
3) Integrity—These conversations build on the findings of the CCI—Corporate Communication Practices and Trends Studies in the US and in China.
The new forces influencing the role of corporate communication as a critical business asset will continue to exert enormous influence as we look ahead over the next 20 years. As Gillian Tett, financial columnist for The Financial Times said in her May 2013 commencement address at Baruch College, The City University of New York:
Ask yourself a question: if this much change has happened in the last twenty years, what will happen in the next two decades? What other technologies will overturn our lives, our physical and mental maps, family lives, and our careers? How different again will it be? Today, of course we can only guess. But I would guess that this flux and this technological revolution is not going to slow down. So think about it. And consider taking some steps to prepare for this flux.
For the chief communications officer of today’s multinational corporation, we believe that “preparing for this flux” requires focusing on...
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