Communication in the new era: HarbourClub presents "CCO Compass 2025"
The HarbourClub presented the "CCO Compass 2025" at the SwissMediaForum. This is intended to provide those responsible for communication in companies with guidance on how to deal with challenges such as polarization and fake news. The publication contains recommendations on how companies can align their communication more strategically and shape stakeholder relationships more consciously.
In light of the increasing fragmentation and polarization of the public and the growing problem of fake news, the HarbourClub sees an urgent need for companies to take action. According to the newly presented "CCO Compass 2025" communication managers should increasingly act as stakeholder relationship managers in order to take on a more active role in the company and ensure the credibility of communication.
The publication was created on the occasion of the 25th anniversary of the HarbourClub with the participation of around 100 members and was presented for the first time at the Swiss Media Forum in Lucerne. It formulates thirteen concrete measures as recommendations for five central communicative fields of action. These include, in particular, building trust, dealing with a fragmented public and positioning on socio-politically relevant issues. Companies are often faced with the decision of whether to speak out publicly on controversial issues or to deliberately keep a low profile. According to HarbourClub, stances should be taken more strategically and less tactically in future. In recent years, this has often happened "on a whim or due to the mood of individual managers in the company".
An informal survey of Swiss communication managers shows that companies are expected to comment on climate change, sustainability issues, Switzerland's relationship with the EU and issues relating to social peace in particular. There are also industry-specific topics such as geopolitical developments and dealing with technology and artificial intelligence.
In the future - the turning point, as the HarbourClub puts it - communication will become more demanding, with fact-based, transparent and consistent storytelling being crucial. Hans-Peter Nehmer, President of the HarbourClub, summarizes as follows: "The head of communications is no longer just concerned with 'sending', but with shaping relationships with all stakeholder groups. This also means listening and entering into dialog. In future, we need to pay even more attention to facts and transparency. Heads of communication should be in a position to take responsibility for the sincerity of communication for the company. A communications department that is merely an 'internal service provider' and not a steering function will sooner or later be a reputational risk."
