During my holiday in Italy, while enjoying a delicious Primitivo, I got into an animated conversation with Søren, a young Chief Communications Officer (CCO) from Denmark. He shared that he had recently started working for a large international food company and was thrilled about his new role.
“You know, Wilko, I was very impressed with the recruitment process; from an introductory lunch to the job interview with the management—it was really great.”

Other, Better Questions

He took a sip of his Primitivo and continued. “Look, the questions about what your work entails were expected. But they also asked completely different things—about my passions and motivations. Of course, we discussed strategy, brand management, media relations, social media development, and more. But they were also very interested in my leadership qualities, strategic thinking, communication skills, and how I viewed the organization’s goals and culture.”

Leadership Qualities

I chuckled to myself for a moment, recalling how Søren had dealt with my Danish colleague from High Touch in the past. They ask more—and better—questions. “When they ask you such things,” I said, “it’s an opportunity to share your past experiences: your previous roles, responsibilities, and accomplishments. They want to know how you will develop and implement a strategic communication plan.”

Trends and More

I explained to Søren that strategic thinking and planning skills are crucial for a CCO. “That’s why they ask how you set goals, identify target audiences, articulate key messages, and measure success.” Søren nodded, adding that they also wanted to know if he was aware of emerging trends and best practices in communication. “Of course I am,” he said. “You must constantly stay updated on trends, technological advancements, and evolving communication channels.”

Crisis Communication

Søren went on to say that he considered crisis communication a crucial aspect of a CCO’s role. “I gave them a specific example of a crisis I managed at a previous company, working closely with management. I explained our action plan, how we communicated, and how we minimized reputational damage.” He added that he thoroughly enjoys building and maintaining relationships with media contacts and key stakeholders. “That’s why I was able to describe how I build positive relationships with journalists, industry influencers, government officials, and other stakeholders.”

Communication and Business Goals

I appreciated Søren’s enthusiasm and professionalism as we chatted. We discussed the importance of aligning communication efforts with business objectives to support the organization’s mission, values, and priorities. We also explored how to balance the needs and expectations of different stakeholders, such as managers, employees, customers, and the public. Diversity, equity, and inclusion—key considerations in today’s communication efforts—were also part of our conversation.

What Kind of Work Do You Actually Do?

The organization Søren works for can be proud of him. He’s enthusiastic and clearly capable of contributing to its success. We ordered another Primitivo, and Søren, clearly enjoying himself, asked, “So, Wilko, what kind of work do you do?”

I smiled.

Would you like to learn more about what I do at High Touch? I’d love to have a great conversation with you. Contact me!

Wilko Grievink
M: +31 (0)6 553 622 53
E: wilko.grievink@hightouchglobal.com