This month, PRWeek published the findings of the 2012 C-Factors Survey that polls leading CEOs and other senior executives to determine how and if creativity is affecting business, globalization, culture and communications. Just as I thought, the survey found that creativity was one of the most influential forces driving our current global economy. 96% of the poll respondents said that creativity is one of the key elements for driving new and continued business growth (18% increase from 2011). Other key findings include:
- 100% see building winning experiences as vital to business success and take holistic approach to communication (marketing, advertising and PR)
- 85% think we have entered an “y” — 96% of the respondents said that creativity is now very critical to economic success
- 86% view their organizations as now being more creative with 81% believing this to be a continuing trend
- 94%t of CEOs and CIOs and 92% of CMOs said they will continue to put more emphasis on creative communications initiatives
The new engagement economy is pushing senior executives to reinvent their roles and organizational value–which can be attributed to the whole rise of creativity over leadership alone! This engagement economy has a lot to do with my previous post: Come Out From Behind the Brand…
In my opinion, the results from this year’s C-Factors Survey demonstrate this “new need” for new thinking in the communications (and public relations) area of every business. And the continued traditional marketing and technology merge also includes usage of more and more social media platforms and mobile applications. The bottom line though is that with all these new media factors coming into play, key executives and even other employees must continue to learn how to be more creative and involved in social media as the voice or ambassador of the (company) brand. People connect with people more successfully within social media channels. And while traditional communications (and media) tactics and channels are also still very necessary, the engagement economy will only continue to grow and flourish for the benefit of business growth!