Today, Cision, a global leader in consumer insights, engagement solutions, and communication solutions, released its 2024 Global Communications Report: Elevating & Evolving, in partnership with PRWeek, highlighting the evolving role of strategic communicators as key drivers of business success.. Currently in its seventh year, the annual report examines the perspectives of more than 400 PR and corporate communications professionals across 10 countries on what it means to be a strategic communications professional in the digital age.. This report sheds light on the challenges and opportunities they currently face in the face of factors that include increased demands to prove impact, sophisticated data and analytics, emerging technologies such as artificial intelligence, shifting consumer trends, and a complex media environment.
This report sheds light on the challenges and opportunities they currently face in the face of factors that include increased demands to prove impact, sophisticated data and analytics, emerging technologies such as artificial intelligence, shifting consumer trends, and a complex media environment.
The report has many intriguing findings, including the fact that PR and corporate communications teams are playing a larger and more important role within the C-suite, as well as the increasing dependencies on them. In 2021, nearly half of communications leaders report directly to the CEO, and a remarkable 92% of those leaders said their C-suite sought their counsel more frequently than in years prior last year, up from 87% of those who said the same thing in 2021.. A higher level of influence comes with a greater expectation of how communicators can have a positive impact on the bottom-line of a company. Several PR and communications teams indicated that they had been feeling increased pressure to make a significant contribution to business factors such as revenue, share of voice, and overall brand equity by moving the needle on these factors.. The majority of respondents (60%) cited "building sustainable growth and value" as the most important factor they consider a CEO's top priorities in terms of corporate communications, an increase of 6 percentage points from just a year ago.. As well as being able to respond in a timely manner to changing marketplace dynamics and opportunities (55%), acquiring/engaging customers (43%), and increasing sales/revenue (42%), customer acquisition/engagement is another priority, while driving sales/revenue is another priority.
As well as being able to respond in a timely manner to changing marketplace dynamics and opportunities (55%), acquiring/engaging customers (43%), and increasing sales/revenue (42%), customer acquisition/engagement is another priority, while driving sales/revenue is another priority.
One of the most interesting findings of the report is that PR and corporate communications teams are increasingly playing a pivotal role in the C-suite, and that these teams are becoming increasingly dependent on them. As many as half of senior-most communication leaders (41%) report directly to the CEO, and a remarkable 92% say their C-suite sought their counsel more often last year compared to the year before, which is an increase from 87% who said the same in 2021.. As a result of this level of influence, there is a greater expectation that communicators will have a direct impact on the bottom line. In terms of business factors such as revenue, share of voice, and overall brand equity, PR and communication teams are feeling more pressure than ever before to play a significant role in moving the needle on them. Asked to name the factors they consider to be the most important for CEOs' communications, almost two-thirds (60%) of respondents cited "building sustainable growth and value," an increase of 6 percentage points from just a year ago when the survey was conducted. There are also other priorities, such as responding in a timely manner to changing marketplace dynamics and opportunities (55%), acquiring and engaging customers (43%), and generating sales or revenue (42%).
There are also other priorities, such as responding in a timely manner to changing marketplace dynamics and opportunities (55%), acquiring and engaging customers (43%), and generating sales or revenue (42%).
Carrie Parker, Chief Marketing Officer at Cision said, "Strategic communicators have earned a seat at the table when it comes to influencing strategy and driving business results."
"Strategic communicators have more than proven their value to the C-suite and are gaining a place at the table when it comes to influencing strategy and driving business outcomes," said Carrie Parker, Cision's Chief Marketing Officer. PR and communications teams that are successful are aligning their arsenal of tools and expertise with organizational objectives in order to deliver transformative results.
Report Takeaways: Generative AI: The majority of PR and communications professionals (65%) have begun to experiment with generative AI for tasks such as creating content, writing press releases, and researching audiences; however, there is a difference in the degree to which these tools are used: 32% of comms teams use them "frequently," while 33% say they use them "infrequently.".There are also a lot of people who are only in the consideration stages of experimentation (27%), unlikely to use them at all (7%) and uncertain about their plans (1%). Identifying Influence: Consumers are considered the most effective influencers, as brands look beyond celebrities in order to boost awareness and enhance sales through everyday consumers. There is a growing need for reliable data from communications professionals, with 42% saying they have a very high level of reliance on data and analytics, which is up from 30% who said the same thing last year.. As a result of the growth in social media usage, reliance on both earned (53%) and paid (46%) segments has increased year after year. Since 2017, PRWeek has collaborated with Cision on the Global Communications Report, and I have always been proud of the enlightening and detailed global PR snapshot that we have been able to provide, along with the advice and insight of various industry leaders," said Gideon Fidelzeid, Editorial Director at PRWeek..Now is the time to get your copy of the 2024 Global Communications Report.A brief overview of CisionCision is a global leader in consumer and media intelligence, engagement, and communication solutions for businesses and individuals. In order to succeed in today's data-driven world, we equip PR and corporate communications professionals, marketers, and social media specialists with the tools they need to succeed. Over 75,000 companies and organizations - including 84% of the Fortune 500 - are able to see and be seen, understand, and be understood by the audiences that matter most to them thanks to our deep expertise, exclusive data partnerships, award-winning brands, and award-winning products, including CisionOne, Brandwatch, and PR Newswire..For media inquiries, please contact: Cision Public Relations [email protected]SOURCE Cision Ltd.Cision Public Relations [email protected]
For media inquiries, please contact: Cision Public Relations [email protected]SOURCE Cision Ltd.Cision Public Relations [email protected]
The following are additional takeaways from the report:
It has been a pleasure to work with Cision on the Global Comms Report since 2017, and I have always been grateful for the insightful and detailed global PR snapshot we have been able to provide, along with the valuable advice from various industry leaders," Gideon Fidelzeid, Editorial Director for PRWeek, stated.
Now is the time to get your copy of the Global Communications Report for 2024.
Cision: a brief overview
There is no doubt that Cision is the global leader when it comes to consumer and media intelligence, engagement, and communication. With our tools, we equip PR and corporate communications professionals as well as marketing professionals with the tools they need to succeed in today's data-driven world.. It is through our deep expertise, exclusive partnerships in data, and award-winning brands and products, including CisionOne, Brandwatch, and PR Newswire, that over 75,000 companies and organizations, including 84% of Fortune 500 companies, are able to see and be seen, understand and be understood by the audiences that matter to them.
It is through our deep expertise, exclusive partnerships in data, and award-winning brands and products, including CisionOne, Brandwatch, and PR Newswire, that over 75,000 companies and organizations, including 84% of Fortune 500 companies, are able to see and be seen, understand and be understood by the audiences that matter to them.
In case of media inquiries, please contact the following contact information:Cision Public Relations [email protected]
The source of this information is Cision Ltd.
A global leader in consumer and media intelligence, engagement, and communications, Cision, has announced today that the 2024 edition of its Global Communications Report has been published...
In today's Global Comms Report, Cision, a global leader in communication, participation, and intelligence solutions for media outlets and consumers, outlined the following:...

Source prnewswire