Blog
02.25
Who cares what we have to say anyway?
Recently, a survey was released based on 50 program directors among the world’s top conference organizations. The question asked to them was, “What C-level executives are most wanted as speakers by conference organizers?”
Now, while this question is entrancing fodder for the PR professionals who work endless hours to secure keynote speaking opportunities, it’s a little more close to home than we would like.
1. Chief Sustainability Officer: 48%
2. Chief Financial Officer/Treasurer: 46%
3. Chief Marketing Officer: 42%
4. Chief Technology/Information Officer: 42%
5. Chief Operating Officer: 32%
6. Chief Risk Officer: 30%
7. Chief Ethics Officer : 22%
8. Chief Communications/PR Officer: 10%
To wit, my question is “Huh?”
I understand why sustainability gets the top nod, and financial is a close second. But notice the chasm between marketing (42%) and communications (10%).
I wonder if organizations are losing track of marketing can only be as effective as the communications that promotes it, leverages it and makes it resonate in the minds of target audiences.
Most firms specialize in something – advertising, Web site development or public relations. Crack open a phone book and you will find a bevy of listings. What you won’t find are firms that combine marketing and communications into an integrated approach.
While prices and expectations are on the rise, but marketing budgets are not, there has to be a different way of thinking. If you are an organization, you may want to find a place that understands that difference.
Otherwise, your CMO will be called upon, but he or she may not have a lot to communicate. And who wants to hear that speaking opportunity?
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