Four trend-setting insights determine communication

COMMUNICATION With the CCO Compass, the HarbourClub commissioned the research institute gfs.bern to investigate which developments communication managers need to anticipate. These are the improved management of communication, the advancing digitalization, stronger collaboration within the communication disciplines with IT, HR and marketing as well as the optimization of their own innovative strength.The HarbourClub - the association of Chief Communications Officers of major companies and organizations operating in Switzerland - produced the HarbourClub CCO Compass for the first time in October 2014. In collaboration with the research institute gfs.bern, a study was conducted to show the transformation of communication and how this affects the management and value contribution of communication in companies and organizations. To this end, two focus groups were held within the HarbourClub in October 2014. The HarbourClub CCO Compass came to four conclusions:1. governanceCommunication is becoming increasingly important and needs to be better managed company-wide in order to take advantage of opportunities for differentiation.2. digitizationThe exchange between the stakeholder groups must be active, relevant, credible and at eye level by means of a dialog strategy.3rd CooperationAll communication activities must be fully integrated, which also requires active cooperation with company management, IT, HR and marketing.4. InnovationIn order to become "faster, higher, stronger", it is important to understand data, processes and impact and to continuously rethink processes and resources, as Dominique Morel, President of HarbourClub, explained at this year's HarbourClub Symposium on November 27. "To set the course for the future, CCOs would do well to compare these insights with the current situation of their organization." The transformation of communication, driven by countless factors, is in full swing. Their goal should be to allow communication in companies and organizations to emerge "faster, higher, stronger" from this process of change. a management summary of the study can be found on the Harbourclub website www.harbourclub.ch. The complete report at www.gfsbern.ch.