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March 14, 2011

PRSA Chair: CMOs & CCOs Must Work Together to Retain C-Suite Power — BtoB Op-Ed

PRSA had an op-ed published in the March 14, 2011, print and online editions of BtoB Magazine. The article, which was authored by PRSA Chair and CEO Rosanna Fiske, APR (@Fiskey), explores the ways in which CMOs and chief communications officers (CCOs) can best work together as C-suite executives to achieve common marketing and PR goals. also linked to the op-ed in its March 17 daily newsletter.

Friends in the C-Suite
Rosanna M. Fiske, APR
Published: March 14, 2011

When I read the editor's column in the Jan. 17 edition of BtoB, reflecting on CMOs getting their much-deserved seat at the C-suite table, I couldn't help but feel pride for the broader marketing industry. Like many CMOs, the in-house heads of public relations, along with chief communications officers (CCOs), have fought similar battles to earn our coveted spot within the C-suite. Thankfully, many of us are already there—or well on our way.

But now that the voices and counsel of marketing and public relations/communications stand right alongside those of senior management, one has to wonder how well these two sides will work together to ensure a cohesive communications strategy is maintained. After all, we have similar goals of helping brands reach, engage and influence customers, but our roles differ significantly and our voices aren't always the same.

In other words, how do CMOs and CCOs remain buddies in the hypercompetitive world of the executive suite?

Read the rest of the op-ed here.
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