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Mar 22 2012

Arthur W. Page Society Unveils New Model for Corporate Communications

Report Prescribes Method for Activating Corporate Character and Authentic Advocacy

NEW YORK, NY—March 22, 2012— The Arthur W. Page Society today announced the publication of a report that outlines a new model for corporate communications and a set of pragmatic actions for succeeding in today’s radically changing business environment.

Entitled “Building Belief: A New Model for Activating Corporate Character and Authentic Advocacy,” the report describes a new framework for how chief communications officers (CCOs) can define and activate their companies’ unique corporate character and build “advocacy at scale.” It also proposes methods for engaging individuals – whether customers, investors, employees or community members – as advocates for a set of shared beliefs and actions.

The report, in part, is the result of a survey of chief communications officers from such companies as Johnson & Johnson, P&G, Apple, eBay, Pepsico, FedEx and IBM about how their roles and functions are changing. It builds upon the Page Society’s “The Authentic Enterprise,” a 2007 publication that described the changing landscape and some of its implications.

“We are all living through historic changes in how people communicate with each other and with businesses, how they formulate opinions and ultimately act,” said Jon Iwata, chairman of the Arthur W. Page Society and senior vice president of marketing and communications at IBM. “Chief communications officers need a new framework that reflects these new realities.

“By describing how the CCO can forge shared belief with its vital stakeholders and translate that into authentic advocacy at scale, the new model provides a process for activating every organization’s unique and differentiating character.”

The new model’s method for building advocacy grounded in corporate character is based on four stages of engagement, as identified by modern behavioral science:

  • Belief: Moving beyond “awareness” to forge shared belief with decision-makers.
  • Action: Translating belief into action – for example, to buy a product, invest in a company or accept a job offer.
  • Confidence: Translating success from one’s actions into ongoing behavior.
  • Advocacy at Scale: Turning changed behavior into active advocacy on behalf of the now-shared agenda.

“Business leaders face change at every turn – from newly empowered consumers and employees, to different ways of accessing information, to new levels of transparency,” said Roger Bolton, president of the Arthur W. Page Society. “These changes unquestionably create challenges. But by building an authentic corporate character and building advocacy at scale, chief communications officers can turn these challenges into opportunities for new kinds of enterprise success.”

The report can be found on http://www.awpagesociety.com/insights/building-belief/. The report will also be available in printed form for $10 per copy. You can place advance orders by contacting Susan Chin:

317 Madison Ave.
Suite 1607
New York, NY 10017
212-400-7959 x100
schin@awpagesociety.com

About the Arthur W. Page Society
The Arthur W. Page Society is a professional association for senior public relations and corporate communications executives who seek to enrich and strengthen their profession. Membership consists primarily of chief communications officers of Fortune 500 corporations, the CEOs of the world’s largest public relations agencies, and leading academics from the nation’s top business and communications schools. The Page Society is dedicated to strengthening the leadership role of chief communications officers. For more information, please visit www.awpagesociety.com

For more information, contact:

Dan Strouhal
dstrouhal@awpagesociety.com; 212-400-7959 x102