CEOs serve as institutional spokespersons in the majority of companies (83.2%), but fewer than half are trained to perform this role professionally (41.6%). This is revealed by the II Barometer of Corporate Communication in the Valencian Community, produced by ALETREO.
One of the report’s standout findings is that 97.4% of companies consider that communication adds value to their business, “therefore there is greater awareness of the role of communication in reputation, positioning and business competitiveness,” explained Amparo Cervantes, CEO of ALETREO.
However, Cervantes added that “this recognition does not always translate into a structured management of this area, since more than 35% of companies still do not have a formal communication plan.”
Meanwhile, Esther Castellano, president of Dircom Valencian Community and the Region of Murcia, underscored that “our role is to highlight and make visible the function of the Chief Communications Officer, to advocate for trained professionals who know how to do it, and to demonstrate that when communication is part of the business strategy, organizations are more competitive, strengthen their brand, and build long-term reputation.”
CEO Leads and the Communications Director Executes
Another key finding is that CEOs attribute great importance to the Communications area. This is why in 53.2% of companies, senior leaders actively participate in the department’s strategy, while in 41.6% they participate in a more ad hoc manner, and in only 5.2% of cases do they not intervene.
On the other hand, only four out of ten communications directors are part of the Executive Committee. This translates to CEOs recognizing the strategic nature of communications, but not always translating that recognition into authority for the specialized teams.
According to the study, the prevailing model remains the one in which the CEO directs and the communications director executes. In Amparo Cervantes’s words, “this dynamic can have a significant impact on Crisis Communication or Internal Communications, where the lack of decision-making margin can limit the effectiveness and speed of organizational response.”
Regarding Internal Communications, “it must be a cross-organizational effort, with the active involvement of leadership and close coordination between the HR department and the Communications Department,” highlighted Antonio Monsalve, director of ALETREO’s Office.
