Communications professionals at large companies have a harder, more complex job than ever. Every day, employees are bombarded with information about upcoming deadlines, company happenings, and the news and events of the wider world. It’s hard to break through the cluttered and noisy information ecosystem to ensure alignment across an organization.
Meanwhile, employees expect more from comms teams and their companies. Employee concerns have extended beyond salary and benefits, as they grow more mindful of fairness, equity, and their employer’s positions on sociopolitical issues. A decade ago, employees engaged their communications and HR teams on the basics of their employment—pay, benefits, time off, and the like.
Now, DEI and CSR are at the top of employees’ (and customers’) minds. The Harvard Business Review has reported a 658% increase in CEO communication about these issues in the past 5 years.
These factors have expanded the role of the communications executive. Research from Gartner indicates that 83% of CCOs recently reported that their influence in the C-Suite has grown. But the complexity also makes their jobs more difficult, especially at enterprise organizations. Only 8% of communications executives feel their teams can meet the organizational demands of their jobs, and only 6% feel they can manage declining employee engagement.
To keep up with these pressures, today’s comms leaders need to drive fast, consistent, and effective campaigns and measure their performance in detail. This paper will take an in-depth look at three major categories of comms campaigns in 2023: culture campaigns, top-down communications, and crisis communications. For each, we’ll explore an exemplary case study, why it worked, and the KPIs comms leaders can use to guide their thinking and measure success.