CCOs, CMOs Work In Harmony, With One Exception: Social Media


Social Media Causing CCO/CMO Strife: Chief Communications Officers (CCOs) and Chief Marketing Officers (CMOs) continue to battle over the “ownership” of social media, according to results from a new national survey of senior-level marketing and communications pros by PR agency Makovsky.

While nearly 86% of those surveyed say that CCOs and CMOs work well together on more traditional corporate and brand identity programs, more than 74% cite responsibility for social media as an area in which they fail to collaborate effectively.

Other findings include:

  • Nearly three-quarters (74%) of the respondents feel that marketing and public relations departments were successful at collaboration on content and thought leadership strategies and tactics.

  • Asked what marketing leaders can learn from their public relations colleagues, 85% cite “the power of storytelling and thought leadership.”

  • A strong majority of respondents (83%) feel that the marketing function should take heed that corporate reputation is the consequence of authentic behavior of the entire organization.

  • Asked what public relations can learn from marketing, 79% say that “data and analytics must shape decision-making,” and more than 63% say that public relations must “add quantifiable value.”


Source: Makovsky

Follow Scott Van Camp: @svancamp01




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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.



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