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: http://bit.ly/1nCo0D9

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
lgaines-ross@webershandwick.com
George Jamison
Corporate Communications
Officer Practice Leader
Spencer Stuart
gjamison@spencerstuart.com
Alexis Gorman
Corporate Communications
Officer Practice
Spencer Stuart
agorman@spencerstuart.com
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%