The Time Has Come for the Chief Communications Officer

The textbooks will tell you that corporate communications is supposed to be strategic and proactive, yet all too often that theory is discarded amid the fast-forward pace of
business life. In today's time-is-money corporate environment - where CEOs and top-level executives are tempted to execute short-term maneuvers first and think about potential
public reaction later - communications is often relegated to a merely tactical and reactive function after a problem has occurred.