Jim Wills, founder and president of communications executive search firm Wills Consulting Group, conducted interviews with the most senior communications officers from Fortune 50 companies on behalf of a client. While specific findings remain proprietary, Wills reveals that “assessing, managing, and leveraging the impact of new media (defined as social media, Web 2.0, etc.) was the interviewees’ most significant challenge. Based on those qualitative findings, here are the major skills and qualities required of top communications executives as compiled by Wills:
• Broad and deep understanding of business generally, their organization’s business specifically—and the challenges and opportunities it faces in the marketplace.
• Ability to establish communications planning/business planning linkages and, where possible, align them with measurable success metrics.
• Currency on and understanding of the impact of digital communications/social media has on stakeholder relationships (customer, shareholder, consumer, news media, etc.) and the ability to leverage same to support communications/business objectives in reactive as well as proactive modes.
• Ability to build credibility for self and communications function among C-suite executives and internal business partners.