Advances in digital technology and the internet, globalization, the 24/7 news cycle, social media and other developments transformed corporate communications over recent decades. On top of these forces, the environment in which corporations operate continues to evolve, driven by emerging technologies that disrupt markets; new revenue models for media companies; new modes of work; and changes in demographic, sociopolitical and regulatory conditions.
This new level of complexity and constant change in operating environments is a challenge for corporations. Organizations need the leadership of skilled professionals to communicate effectively with diverse consumers through many channels while navigating challenges and crises. The online Master of Business Administration (MBA) with a Concentration in Strategic Communication program from Southeastern Oklahoma State University can help aspiring public relations (PR), communications and marketing leaders rise to meet this challenge.
Aspiring CCOs and Executives Concerned With Reputation Management
Just two decades ago, communication skills in the C-Suite were nice to have but less imperative than now. In fact, according to GMAC’s 2023 Corporate Recruiters Survey, top employers believe communication and related interpersonal skills are among the most important skills for MBA grads to have.
Today’s executives simply cannot be effective without a primary concern for what people say about their organizations. The proliferation of chief communications officers (CCOs) in government, for-profit and nonprofit organizations is a testament to the need for advanced training in strategic communication and reputation management.
The CCO position is exclusively responsible for strategic decision-making in channels of communication for consumer groups, balancing privacy concerns against personalized marketing and communications, cybersecurity, and public relations/media management. Mistakes in these areas can prove catastrophic for an organization’s reputation and business. Relying on previous experience at a single employer or within a single industry is no substitute for expertise in universal best practices.
Journalists and PR Professionals Transitioning to Corporate Communications
Cybersecurity data breaches at eBay, Home Depot, Microsoft, Facebook and other corporations, healthcare organizations and government agencies continuously signal the need for more effective reputation management when things go wrong. Every corporation knows it is not a matter of if but when similar scandals will happen. Yet many of today’s business leaders lack skill in the art of corporate communications, and their organizations struggle to navigate PR disasters and crises effectively.
Plus, disasters are only the tip of the PR iceberg. PR work is dynamic and multifaceted. People with strong writing and communications skills — honed by undergraduate journalism programs and specialized graduate business school programs — often excel at both complex and routine PR functions.
Today’s PR professionals must know the best ways of getting news about product and service offerings to their customers. They must understand available communication channels and be able to develop relationships with industry leaders and influencers. PR professionals must know how to produce and deliver effective content and leverage it for media attention to expand their reach. Further, as communication channels and AI-driven technologies evolve, executive-level PR jobs will become even more complex, strategic, challenging and important.
Social Media and Content Managers
Recent research highlighted several factors impacting strategic communications and associated business growth, including social media, data, generative AI and consumer-driven influence. These factors reflect ongoing disruptions to traditional channels and means of conducting public relations, driving change in the ways businesses communicate with consumers and other businesses.
Rather than delegating reputation management to traditional PR agencies, organizations are taking greater control. Modern organizations foster brand reputation with proprietary content and deliver it through various communication channels, from mobile applications to social media platforms.
Several new types of professionals are responsible for these aspects of communications and brand management. Social media and content managers are notable examples of those working at the intersection of marketing, PR and communications. Throughout customer life cycles, marketers use content to generate leads and convert prospects into customers. Social media managers must be able to maximize engagement with prospects and customers by delivering content in creative ways through the right platforms.
Best practices in leveraging, distributing and amplifying content evolve quickly. Corporations must ensure the social media and content professionals they hire have expertise that extends far beyond what worked in years past. Through specialized MBA programs, business schools like Southeastern are partnering with corporations to meet the demand for these skills and keep ahead of the strategic communications curve.
Learn more about Southeastern’s online MBA with a Concentration in Strategic Communication program.