CHAPTER 10

The New Reality

Roger Bolton, Jennifer Prosek, and Don W. Stacks

The role of the chief communication officer (CCO) has changed dramatically over the last half-century. Previously, it was a tactical function, focused on what might be called “push” communication—where the goal was to create awareness and understanding by taking information generated by others in the enterprise and passing it on to the appropriate stakeholder constituency. There was little strategy, little formal research, and the role exemplified what Broom and colleagues (1982; Broom and Dozier 1986; Broom and Smith 1979) labeled “technician.” Public relations was seen as a way get free publicity and outcomes were often defined as the size of the clipbook from generated ...

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