When communication becomes irrelevant, non-communicators suddenly lead

From: Thomas Mickeleit

An interview with PRCC boss Thomas Lüdecke in PR-Journal gave new impetus to the appointments of non-professional managers to the top of communications departments that have been observed in recent months. Whether MunichRe, Mercedes, Media-MarktSaturn or Sopra-Steria (if you have more examples, please share them in the comments), managers who are not proven communications experts have been appointed everywhere. This must be worrying, because behind the decisions is basically the judgment: it doesn’t matter.

Lüdecke also argues that communications departments are under greater pressure to prove their added business value and that it makes sense to fall back on other professions. Basically, it’s the same argument. In many cases, communication departments have not been able to prove their contribution to added value. In other words: the communications department is not a strategic partner, but a replaceable or even dispensable service provider, keyword AI.

A shock went through the profession when Ansgar Zerfaß and Jana Brockhaus published a study in the summer of 2025 revealing that 67% of top management, 57% of management and 57% of employees demanded that communications departments should be more transparent about what they actually do and demonstrate their overarching contribution to the success of the organization. “Time to grow – or lose” was the authors’ headline. Was the wake-up call heard?

The latest CommTech Index Report shows that in 39 percent of communications departments, no one is responsible for data, but even in large departments with more than 20 employees (of which there are not that many), the figure is 22 percent. This does not mean that these communication departments do not have any data. However, we also know that only 48%, i.e. not even half, do not know the tone of voice used by the media to report on them, let alone how their reputation (32%) or even their brand value (15%) is measured.

So when it comes to how communication departments should prove their relevance and convince others of their business contribution, these current figures offer little hope. In addition, where data is collected and used, there is often a lack of relevant processing for internal stakeholders. The quarterly clipping report is only met with a weary yawn from management.

The crux of the matter is that communications departments have been left behind for years when it comes to using data and key figures. Now companies are quickly upgrading to realize massive efficiency gains with the help of AI and automation – based on data.

To grow and be recognized as a strategic advisor, communications departments need to push ahead with their digital transformation, provide education and training, invest in digital infrastructure, design an AI roadmap and redefine their new role.