What happens when the Communicator-in-Chief lacks a PR or marketing background?
Some time in the new year someone will ask you to endorse your organisation’s communications plans for 2015. Which is fine. You either manage the communications team or are responsible for its PR campaigns.
The decisions you make will determine how the dollars are spent, the priorities for your staff and, most importantly, how your brand is expressed. Yet you may have no training or background in communications or be new to the job.
Communications is a top role for CEOs. I’d say along with strategic planning it’s the single most important thing you do!