This recent piece in Ragan’s PR Daily querying communications professionals who senior communications officers should report to on the organization chart warrants a short but certain response:
The CEO.
Period. End of story.
Unless you as the senior communications professional report directly to the CEO — in the context of a corporate or political campaign — simply don’t get involved. It’s a power and influence give-away from the outset to someone who may or may not have your interests in mind.
Failure to report directly to the CEO puts your future and success of your efforts — and perception of success — to others. There’s zero guarantee your opinions and thoughts will be conveyed up the chain, especially in a crisis, when fingers are pointed and accountability for errors is rendered. Unless you’re at the table, forget it.
And if in a job interview being told reporting to someone other than the CEO is “just the way it is here” walk quickly away with a cheerful thanks, but no thanks.
And you really know you’re in the wrong place when you’re told communications will report to legal.
That’s how things worked 20 years ago. “Let the lawyers decide.”
“Later, much” to that.