"I once had a spirited debate with the CMO of a massive global company with a household name about this very question. I posed for this CMO, "In what country and to what impact?" Because even if I called a business reporter in New York to nuance a story (don't even think about killing a story in today's age where social media and forums scoop quality journalists all the time), I certainly don't have personal relationships with media in dozens of countries."
"Modern communications professionals aren't just press release distributors or media relations hounds. They're strategic content creators, message architects and multichannel campaign orchestrators. Today's comms executives oversee expansive programs spanning blogs and web content, internal communications, social media strategies, influencer partnerships, thought leadership initiatives and comprehensive measurement frameworks. They're focused on multimedia content creation and syndication, precise messaging and positioning, support for broader awareness and demand generation efforts and analysis of how various programs perform against business objectives."
Eric Channing Brown is VP of Corporate Marketing and highlights that asking "Which journalists do you have good relationships with?" signals a limited view of comms. He recounts debating a CMO and asking "In what country and to what impact?" to illustrate the impracticality of personal media relationships across many markets and the futility of trying to "kill" stories in the age of social media. Executive questions reveal how leaders value communications. Modern communications roles encompass strategic content creation, messaging architecture, multichannel campaigns, internal communications, social and influencer strategies, thought leadership, multimedia syndication, and rigorous measurement tied to business objectives.
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