This is our latest blog: The Big Question, where Andrew Laxton, Mixology Communications talks about how corporate communications has become increasingly important in the digital age and how public perception plays a growing role in business success
Andrew is the CEO and Founder of Mixology Communications. A former journalist with 30 years’ experience across PR and communications, Andrew is passionate about positioning brands that make a positive impact on the world. From discovering trends for market growth to developing corridors for international expansion, Andrew helps business leaders create strategies that engage audiences, build trust, and strengthen brand reputation.
In my early career as a journalist, communication was once simpler to navigate, rooted in traditional mediums like print media, TV, and radio, where there was a clear channel between the messenger and the audience – no internet, no social media.
Nowadays, everyone has the potential to be a Content Creator and with news that follows us everywhere, the risks to brand reputation have escalated. This shift highlights the critical importance of the communications function, where roles in marketing, corporate communications, investor relations, and public affairs should strategically align to drive cohesive, meaningful, and trustworthy narratives.
The role of the Chief Communications Officer (CCO) is also rapidly evolving as more companies recognise the need for top-level communications expertise. Three decades ago, communications was often seen as a supportive function, detached from the central operations of the business. Today, however, communications leaders have a powerful influence in shaping company direction, with the CCO now at the helm of corporate strategy and reputation management.
A 2023 Korn Ferry survey of Chief Communications Officers (CCOs) in Fortune 500 companies shows that the role is becoming more prominent within organisations. Many CCOs are expanding their teams and resources, with 40% now reporting directly to the CEO.
The message is clear. Companies can no longer afford not to communicate. Some do it better than others; those that do rise to the top and stay at the top.
The Expanding Role of Communications
The modern communications leader oversees far more than media relations. Every aspect of internal and external messaging, from the CEO’s vision to investor updates, brand positioning, reputation management, and stakeholder engagement, falls within their purview. As the media landscape has evolved with digital and social platforms, the pace and reach of information flow have drastically shifted. In a world where anyone can publish content, communication professionals must vigilantly manage their brand’s narrative and set the tone for two-way engagement while mitigating against reputational risks.
In today’s environment, the communications function must ensure a company’s message is authentic, unified, and impactful across channels. With the CCO at the centre, communication becomes the connective tissue across business functions – aligning the brand’s values, purpose, and strategic goals in every interaction. This comprehensive oversight is especially crucial as companies face rising expectations for transparency and consistency, from institutional investors to the public.
Communications as a Core Business Function
Communication is not just about protecting a reputation but actively contributing to business growth and cohesion. When aligned with corporate objectives, it reinforces the brand’s position across earned, owned, and paid media, building loyalty and trust among stakeholders. Today’s communications leaders should be working alongside other senior executives to articulate the company’s vision and strategy clearly and consistently, both internally to employees and externally to investors and the public.
For example, while the CEO might outline the company’s strategic vision, it is the communications team that distils this message into relatable, impactful narratives for various audiences. Similarly, though a CFO manages the financial operations, the communications leader ensures these updates are accessible and resonate with shareholders. As companies increasingly view sustainability and corporate responsibility as long-term strategic imperatives, communications professionals are key to making these commitments credible.
The Power of Collaboration
Effective communication cannot exist in a silo. It requires close collaboration with other senior leaders. Working with the CMO (Chief Marketing Officer) ensures that client-facing and product communications reinforce the brand’s core message. The CHRO (Chief Human Resources Officer) relies on communications to craft internal messaging that unifies employees under shared values and goals, essential for building a strong company culture. Likewise, collaboration with the CTO (Chief Technology Officer) allows communications to bridge the gap between complex B2B technology discussions and broader audiences. By translating technical language into clear, accessible messages, the communications team ensures that innovation and technical insights are understood by investors, partners, customers, and even employees, fostering alignment and engagement across the board.
By bridging the perspectives of various departments, communications leaders help the company speak with one voice. This alignment is especially vital for scale-ups, where resources are constrained, and rapid growth relies on clear, focused messaging around people, product, and purpose. Communications leaders, particularly in these dynamic environments, bring clarity and cohesion, keeping teams aligned with the brand’s evolving mission and goals.
A Blueprint for the Future
Increasingly, companies view their annual business plan as a manifesto or blueprint, outlining priorities for growth, sustainability, and resilience. As they set the agenda for the year ahead, business leaders increasingly turn to communications professionals to ensure these priorities are well-understood and embraced by stakeholders. With the rise of social media, public scrutiny has intensified, making it essential for companies to control their narrative and engage meaningfully with their audiences.
As the world becomes more interconnected and public perception plays a growing role in business success, the communications function will continue to gain prominence. Thirty years ago, communications might have been an afterthought. Today, companies are seeing its value at the executive level, recognising that every action, statement, and initiative contributes to the company’s brand and reputation.
Conclusion
In an era where digital and social media dominate, the role of communications has moved from a “nice-to-have” to a necessity. The CCO and communications leaders ensure that messaging is not only reactive but proactive, integrated deeply into the business’s values, culture, and strategy. They are the stewards of corporate reputation, brand integrity, and stakeholder relationships.
As organisations continue to navigate the complexities of an ever-changing business landscape, the prominence of the CCO will only grow, ensuring that communication lies at the heart of everything an organisation says and does.