Link Sharing: The Shifting Role of the Communications Executive

H/T Kate Bullinger

A recent report by United Minds, The Shifting Role of the Communications Executive, explores how the role of communications leaders has evolved in response to significant societal and organizational changes since 2020. Based on interviews with thirteen communications executives at large companies, the study highlights the increasing importance of business fluency, cross-functional influence, and adaptive leadership in the modern communications function.

1. Business Acumen is Now Imperative

The report underscores that communicators must understand the business—products, profit models, competitive landscape, and strategy—to have influence at the leadership table. This shift marks a departure from the historic view of communications as purely reactive or tactical.

Takeaway for communicators: Cultivate and showcase business fluency to strengthen credibility and become a true strategic partner to the C-suite.

2. Traditional Metrics Are Losing Relevance

Participants noted that legacy metrics like impressions or media sentiment no longer resonate with business leaders. Instead, there’s demand for proof of impact—metrics that tie communications to outcomes like market growth, employee retention, or reputation risk mitigation.

Takeaway for communicators: Translate communications activity into business value. Build a measurement framework aligned with organizational KPIs.

3. Complexity Is the New Normal

Political polarization, internal activism, and emerging technologies like AI are reshaping the communicator’s mandate. Leaders now need to be issue navigators, change agents, and cultural stewards—while preparing their organizations to speak and act with agility.

Takeaway for communicators: Build capacity for complexity. Stay adaptive, read the room, and lead with clarity and courage.

Go Deeper: Page Thought Leadership

Beyond Communication: How CCOs are Shaping Business Strategy
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The CCO as Pacesetter: What It Means, Why It Matters, How to Get There
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