Technology 101

PR pros have an increasingly important role in incorporating technology - blogs, podcasts, videos - into their communications portfolios, so they should be aware of the need to integrate that knowledge with the C-suite to enable change across the organization. However, IT functions are not a strong suit for many top leaders, and this is reinforced by a research study by Cranfield School of Management for the Chartered Management Institute.
The research, which studied more than a thousand IT projects over the past year and followed the news that 74% of IT projects failed in 2005, concluded that CEOs must do more to understand technology, lest they risk loss of direction. The study identified five key issues for CEOs to address:
  • Creating long-term transformational value rather than implementation of one-off IT projects;• Building capability for ongoing change so that IT shapes new business models instead of being the business model;
  • Establishing a climate of open communications so that employees understand what is expected of them and stakeholders know what to expect;
  • Managing risk with confidence; and,
  • Recognizing the need for personal IT capabilities and learning about new IT issues so that change is driven from the top down.
In-depth interviews with CEOs and CIOs also revealed some notable gaps:
  • Many CEOs have limited interest in developing knowledge about technology;
  • Often, responsibility for change is passed from the CEO to tech specialists, and the strategic value is ignored or misunderstood; and,
  • Change programs often become "tired" after 18 months, but CEOs are failing to rejuvenate them.

Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech


Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook


This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.