Last week, The Conference Board hosted Corporate Communications: Driving the Business Forward, bringing together top industry leaders to discuss the evolving role of communications in today’s business landscape. Below are some of the most compelling insights that emerged from the event.
The Business-First CCO: What CEOs Expect from Communications
The event’s opening session set the tone with a clear message: “CEOs are looking for CCOs who are business partners first, communications experts second.”
Denise Dahlhoff of The Conference Board bolstered this with data, and the theme was echoed by Thrivent’s CCO Greg McCullough and CEO Terry Rasmussen. Today’s most valued communicators:
- Possess strong business acumen
- Align messaging with corporate goals
- Prioritize outcomes over outputs
- Deliver and measure business impact
Throughout the conference, speakers reinforced this shift from traditional PR roles to strategic advisory positions:
- Jessica Kleiman (Lennar): Communications plays a critical role in talent acquisition, particularly for companies facing large-scale hiring needs.
- Golin: Their analysis found that CEOs with high media visibility in transformation and growth narratives boost corporate reputation, providing a key opportunity for CCOs.
- Katie Hill (NFL): The NFL is broadening its media reach, tracking not just sports media but also diverse outlets and influencers to engage new audiences.
In sum, Communications isn’t just about storytelling; it’s about driving measurable business success.
Reputation as a Business Asset
In a standout session, Allyson Park (Walmart) and Beatriz Perez (Coca-Cola) broke down why reputation should be treated as a business asset:
- 25% of a company’s market capitalization is tied to reputation.
- Reputation is shaped not just by messaging but by corporate actions. What you say yes and no to matters.
- When a new CEO arrives, redefining corporate purpose is a key moment for communicators to add value.
One major shift: Internal audiences—employees and customers—are now the priority over media relationships. Companies are focusing on building credibility internally, knowing that reputation starts from within.
AI’s Growing Role in Communications
Of course, AI was a hot topic throughout the event. Speakers shared real-world AI applications, from generating podcasts and short videos in real-time to monitoring outdated messaging, highlighting its potential but also its limitations. Points included:
- Use AI for efficiencies – fact-checking, summarizing news, and automating repetitive tasks.
- Lean on SMEs (subject matter experts) for nuance, judgment, and context.
- AI accelerates workflows, but it can’t replace human intuition, especially in areas like crisis comms and reputation management.
In sum, general agreement was that, while it can do incredible things on its own, AI should enhance human expertise, not replace it.
Navigating Corporate Engagement in Cultural & Political Issues
Panelists addressed the increasingly complex role of corporations in social issues. Key insights included:
- Companies are rethinking their approach to ESG & DEI messaging. They’re not pulling back entirely, but focusing on alignment between mission and business.
- Paul Dyer (/prompt) & Claudine Patel (Opella) shared that being culturally relevant is now a business imperative. They stated that the best approach was to follow societal trends, not marketing fads.
- Anna Frable (Novo Nordisk): Novo Nordisk’s efforts to elevate the conversation around obesity align with its business goals, making advocacy feel natural rather than forced.
Takeaway: Corporate activism isn’t disappearing, but companies are being more intentional about when, where, and how they engage.
The Communications-Marketing Partnership is Stronger Than Ever
Several sessions explored the increasing convergence of Communications and Marketing.
- Rob Jekielek (The Harris Poll): A unified PESO (Paid-Earned-Shared-Owned) approach is more effective than focusing on SEO.
- Data-driven storytelling is becoming the norm, requiring closer collaboration between comms and marketing teams.
What’s this mean for Communications leaders? You should be embracing cross-functional collaboration to maximize impact.
Final Thoughts
The Conference Board’s event highlighted a fundamental shift in the communications function: CCOs are no longer just storytellers. They are business strategists.
Communications teams that can demonstrate business impact, align with corporate goals, and leverage AI effectively will be best positioned for success. If you’re a communications leader looking to drive real business impact, these takeaways are just the beginning.
Let’s continue the conversation.
This post was written by Jim Key, VP of Enterprise Solutions at PublicRelay and attendee of TCB’s Corporate Communications event.
For quick-service restaurants (QSRs), the battle for consumer attention has never been more competitive or more price-driven. The past two years have ushered in a new normal in fast food, where value messaging dominates the media narrative and continues to shape brand strategy as we progress into 2025.
PublicRelay’s analysis of media coverage from 10+ QSRs shows a 500%+ increase in QSR messaging focused on value since early 2023. The trend isn’t just a response to inflation; it’s a fundamental shift in how brands communicate their offerings, defend their market share, and shape consumer expectations.
The Data Behind the Value War
QSRs are locked in an escalating cycle of promotional battles, as seen in recent media trends:
- May 2024 Surge: McDonald’s $5 Meal Deal launch ignited a sustained three-month media spike, forcing competitors like Burger King and Wendy’s to introduce rival promotions.
- Seasonal Fluctuations: Holiday campaigns momentarily pushed deal messaging aside in late 2023, while seasonal events (e.g., Lent specials) caused a brief dip in March 2024.
With each major promotion, competitive ripple effects extend media coverage beyond the initial campaign, proving that in today’s QSR landscape, value is a conversation that brands must continually engage in.
Why Value-Driven QSR Messaging is Non-Negotiable
Beyond media hype, economic pressures are making affordability a top priority for both consumers and brands:
- Inflation & Price Sensitivity: Fast food prices have surged 60% since 2014, far outpacing general inflation. Customers are more price-conscious than ever.
- Margin Squeeze: Labor costs have risen 22% since 2019, making cost-effective promotions essential to maintaining profitability.
- The Grocery Threat: Supermarkets now hold a 310-basis-point price advantage over QSRs, meaning fast food must prove its value beyond just price points.
In this environment, QSR messaging that reinforces value-driven storytelling is essential—not just for sales, but for sustaining brand relevance.
What This Means for Communications Leaders
For PR and communications teams, value messaging is a strategic necessity. Here’s what QSR communicators need to keep in mind:
- Short-Term Wins vs. Long-Term Strategy: Promotions create temporary media spikes, but brands must balance them with broader positioning that reinforces long-term brand equity.
- Echo Effects Drive Media Longevity: Competitive responses extend deal-driven media cycles. Smart brands capitalize on this momentum by keeping value narratives fresh.
- Digital Loyalty Is the New Value Play: App-exclusive deals are becoming a critical tool for reinforcing value perception while strengthening customer retention.
The Future of QSR Messaging
Expect value-driven narratives to peak in summer months and taper off during holiday seasons as brands shift focus to festive campaigns. Ensure value messaging remains compelling and sustainable beyond short-term promotions. For communicators, this is a test of agility. How will brands balance short-term promotional buzz with a long-term value platform that keeps customers engaged?
Connect with us to learn how PublicRelay can help your brand adapt to this value-first landscape.
April 30th | 8:00am ET | New York City
Corporate communications has evolved dramatically in recent years. Once focused primarily on media relations and internal messaging, today’s communicators find themselves at an intersection of blurring roles. Companies are no longer expected to remain neutral in the face of major political, cultural, and social issues. Stakeholders increasingly demand transparency, advocacy, and alignment with values.
Communications leaders must now balance competing priorities: responding to employee expectations, managing investor concerns, addressing regulatory scrutiny, and ensuring brand reputation remains intact. The sheer volume of requests for statements, engagement, and positioning can feel overwhelming.
How do you determine when to take a stance and when to remain silent? How do you manage internal and external pressures without jeopardizing business objectives? Can communications teams develop frameworks to ensure consistency, credibility, and strategic alignment?
Hosted by Chris Jones, Vice President of Communications at FanDuel, this roundtable will encourage candid conversation among senior communications leaders about how to navigate this complex landscape. We’ll explore best practices for managing stakeholder expectations, building proactive issue management strategies, and maintaining corporate credibility in a time when every decision can become a headline.
Who should apply? We welcome CCOs, VPs, and Directors of Communications to request an invitation to join this roundtable discussion.
Registration much be qualified. Upon qualification, you will receive a follow up email from a member of our team confirming your participation.
May 15th | 6:00pm ET | Philadelphia, PA
Communications leaders know their function is critical to brand reputation, stakeholder trust, and business success, but how often does the C-suite truly understand why?
Even with a Chief Communications Officer or other Senior Comms Leader getting a “seat at the table”, comms teams often face a lack of clear understanding of their value, making it difficult to secure resources, gain executive buy-in, and drive strategic influence. Without clear alignment on how communications contributes to business goals, comms leaders risk being viewed as tactical operators rather than strategic advisors.
So, how do you ensure the value of communications is not just recognized, but deeply understood? How do you move beyond “squishy” PR metrics to showcase tangible business outcomes?
This roundtable will explore:
- Elevating comms as a core business driver – how to shape executive conversations around its strategic impact
- Proving value with the right metrics – what works, what doesn’t, and how to align measurement with business priorities
- Educating cross-functional leaders – bridging the knowledge gap with finance, operations, HR, and beyond
This conversation will bring together senior communications leaders to share real-world experiences, challenges, and strategies for elevating the role of comms inside their organizations
There will be no formal presentations – just rich dialogue with peers.
Who should attend? Chief Communications Officers or equivalent function
Registration much be qualified. Upon qualification, you will receive a follow up email from a member of our team confirming your participation.
May 14th | 12:00pm ET | Virtual
As the communications industry evolves, so do the expectations of the next generation of Communicators. Many leaders struggle with how to attract, engage, and retain Gen Z employees while also ensuring their teams stay competitive in a rapidly shifting media landscape.
Led by Guest Host Arien Rozelle, M.S., APR, Assistant Teaching Professor of Public Relations at Syracuse University (and PRSA Rochester’s 2024 Educator of the Year), participants will discuss key trends in PR & Communications education and what they reveal about the future workforce.
Specifically, this conversation will explore:
- How classrooms are evolving to meet industry demands and what that means for your hiring and retention strategies.
- The expectations and work styles of incoming Comms professionals. How can leaders better connect with and develop young talent?
- Actionable strategies for fostering adaptability, innovation, and high-impact learning within Communications teams.
If you’re looking to future-proof your communications function and build a strong, engaged team, “Engaging & Retaining the Next Generation of Comms Talent” is a conversation you won’t want to miss.
Who should apply? We welcome CCOs, VPs, and Directors of Communications to request an invitation to join this roundtable discussion.
Registration much be qualified. Upon qualification, you will receive a follow up email from a member of our team confirming your participation.
May 21st | 12:00pm ET | Virtual
Communications professionals are trained to craft and disseminate messages, but how often do we stop to truly listen? In many organizations, the balance is off. Too much effort goes into pushing information out, and not enough into understanding what stakeholders are thinking, saying, and needing.
When listening is deprioritized, communications strategies risk being out of sync with the realities of key audiences, missing opportunities to engage meaningfully and adjust goals accordingly.
Hosted by Luke Capizzo, Ph.D., APR, Assistant Professor | Dept of Advertising & Public Relations at Michigan State University, this roundtable will challenge senior communicators to rethink how their teams engage with stakeholder insights.
Are we only monitoring key terms, or are we truly listening to the broader conversations shaping our industries and society? By shifting from a narrow, reactive approach to a systematic, strategic listening model, communications leaders can move beyond surface-level media tracking and develop a more holistic understanding of the issues that matter most.
This discussion will engage senior communicators in a thought-provoking exchange, sparking ideas on how to evolve from broadcasting messages to actively listening and responding in a way that strengthens relationships, enhances reputation, and drives meaningful impact.
Attendees will leave with fresh perspectives and actionable strategies to rebalance their speaking-to-listening ratio and ensure their organizations are not just tracking conversations but deeply engaging with them.
We welcome CCOs, VPs, and Directors of Communications to request an invitation to join this roundtable discussion.
Upon qualification, you will receive a follow up email from a member of our team confirming your participation.
See more events here.
May 21st | 6:00pm PT | San Francisco
Communications leaders know their function is critical to brand reputation, stakeholder trust, and business success, but how often does the C-suite truly understand why?
Even with a Chief Communications Officer or other Senior Comms Leader getting a “seat at the table”, comms teams often face a lack of clear understanding of their value, making it difficult to secure resources, gain executive buy-in, and drive strategic influence. Without clear alignment on how communications contributes to business goals, comms leaders risk being viewed as tactical operators rather than strategic advisors.
So, how do you ensure the value of communications is not just recognized, but deeply understood? How do you move beyond “squishy” PR metrics to showcase tangible business outcomes?
This roundtable will explore:
- Elevating comms as a core business driver – how to shape executive conversations around its strategic impact
- Proving value with the right metrics – what works, what doesn’t, and how to align measurement with business priorities
- Educating cross-functional leaders – bridging the knowledge gap with finance, operations, HR, and beyond
This conversation will bring together senior communications leaders to share real-world experiences, challenges, and strategies for elevating the role of comms inside their organizations
There will be no formal presentations – just rich dialogue with peers.
Who should attend? Chief Communications Officers or equivalent function
Registration much be qualified. Upon qualification, you will receive a follow up email from a member of our team confirming your participation.
A company’s reputation is influenced by a diverse set of stakeholders, including employees, investors, customers, regulators, business partners, and policymakers. How does media coverage impact each of these groups? Join us for an exclusive 20-min webinar where we’ll unveil key findings from PublicRelay’s latest research on stakeholder sentiment.
Using data-driven insights from our Benchmark, we’ll explore:
- How different stakeholder groups perceive companies in the media and how their sentiment varies.
- Which stakeholders are most sensitive to media narratives and why their reactions are the most volatile.
- Why customers often remain undecided and what this means for corporate messaging.
- How sentiment shifts over time and what it reveals about reputation management strategies.
This report walkthrough will provide PR and communications leaders with actionable insights to navigate stakeholder sentiment effectively. Take this opportunity to sharpen your media strategy and better understand the audiences shaping your corporate reputation.
Host: Haley Wilson, Strategic Partnerships Lead at PublicRelay