The Communications Department is a Revenue Generator. Here’s Why.

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Ragan CEO Diane Schwartz breaks down how communications is one of the most powerful — and unacknowledged — revenue drivers for a company.

Diane Schwartz, CEO, Ragan Communications

Communications is often a misunderstood discipline. It seems to have loose ties to a company’s bottom line, and it’s apparently far from the corridors of corporate decision-making.

But in the last two years, during a trifecta of crises (public health, social, political), the communications department has been placed front and center, deftly handling essential stakeholder information and prioritizing employee well-being and engagement.

Yet, most communications and PR departments are not tied to revenue. Often seen as a cost center, they tend to float in the organizational chart under Marketing or HR.

The time has come for a change.

Communications is one of the most powerful revenue generators for a company.

And communicators are the architects of a brand’s story, the messengers of critical information, and the stewards of an organization’s reputation and community relations.

The communications department does generate revenue through its campaigns and initiatives. You just don’t hear much about it.

No longer a nice-to-have, a communications department is a must-have for organizations that understand the dynamics between employee and brand, between customer and corporate purpose, and behind trust, transparency, and mission.

Although the chief marketing officer is a common title in most midsize to large organizations, the chief communications officer is a unique find. The lack of CCOs on org charts is reflective of short-sighted organizational thinking and strategy permeating corporate America.

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