《How Communication Professionals Improve Performance》由会员分享，可在线阅读，更多相关《How Communication Professionals Improve Performance（26页珍藏版）》请在金锄头文库上搜索。
1、How Communication Professionals Improve Performance nTowers Perrin/IABC “Future Trends” StudySarah Smith and Katherine Woodall Principals, Towers Perrin2s:shared03PRGgrIABC-02.pptCHO2-03Overviewn Purpose of the Study n Methodologyn The Future of CommunicationsnWhat WorksnWhat Communication Professio
2、nals Need to Do Differently n What Individuals Can Do to Improve Their Effectiveness3s:shared03PRGgrIABC-02.pptCHO2-03Purpose of the Studyn To take the pulse of communication professionals around the worldn To determine current and future trends in the communication industryn To identify opportuniti
3、es for communication professionals to offer new services and be better business partners in their organizationsn To identify areas for improvement in the industry4s:shared03PRGgrIABC-02.pptCHO2-03Methodologyn Towers Perrin and IABC conducted the “Future Trends” study in 2002 using:nA quantitative on
4、line survey that surfaced operational and strategic issues among over 1,000 communication professionalsnThirty-minute interviews with 30 global communication leaders that provided qualitative perspectives on organizational and communication challenges and priorities 5s:shared03PRGgrIABC-02.pptCHO2-0
5、3Who participated in the studyn Experienced communication professionals with nAn average of sixteen years experiencenPositions as head of the communication, PR or marketing group in their organizationn Professionals fromnSixteen different industriesnCountries around the globe6s:shared03PRGgrIABC-02.
6、pptCHO2-03Half of the respondents were from corporationsWhich term best describes your organization? Percent of Respondents 100% = 1,035Corporate 53%Association/ non-profit 16%Consulting firm 13%Government 9%Self-employed 5%Other 4%Source: Towers Perrin/IABC “Future Trends” Study.7s:shared03PRGgrIAB
7、C-02.pptCHO2-03Respondents communication groups included both internal and external functionsWhat areas are included in your communication group? Areas identified by over 50% of respondentsStrategic Communication (write-in)Web CommunicationEmployee Communication (Corporate)Media RelationsCrisis Comm
8、unication (write-in)Customer CommunicationMarketingAREAS IN COMMUNICATION GROUPPERCENT RESPONDING 0%10%20%30%40%50%60%70%80%Source: Towers Perrin/IABC “Future Trends” Study.757472665852518s:shared03PRGgrIABC-02.pptCHO2-03Over 25% of communication groups report to the CEOCEO 27%To whom does the head
9、of your communication group report? 100% = 1,035Self 13%Marketing/ Advertising 11%1%Human Resources 10%Public Affairs 6%No Answer 6%General CounselSource: Towers Perrin/IABC “Future Trends” Study.9s:shared03PRGgrIABC-02.pptCHO2-03What works in todays communicationn Communication professionals are ga
10、ining credibility in their organizationsn Communication priorities usually align with the organizational ones n Communication functions help managers and leadership communicate more effectively. For example:n62% train managers and first-level supervisors to communicate bettern50% organize events whe
11、re leadership interacts with employeesn Technology improves productivity and saves costs, particularly with regard to Human Resources topics n23% of participants use videoconferencing and Webcasts in place of face-to-face meetings that require travelnParticipants often use Web to provide HR-related
12、information Source: Towers Perrin/IABC “Future Trends” Study.10s:shared03PRGgrIABC-02.pptCHO2-03Communication groups provide strategic and tactical assistanceHow frequently does your communication group provide expertise in each of these roles?Always/OftenSometimesSeldom/Never51637974 653426239 1216
13、3418106913260%10%20%30%40%50%60%70%80%90%100%Strategic Planning for the Organization/ Client Advising and Coaching LeadershipDeveloping Communication StrategiesDesigning and Creating Media (including Web)Managing Production and External VendorsConducting ResearchPERCENTSource: Towers Perrin/IABC “Fu
14、ture Trends” Study.11s:shared03PRGgrIABC-02.pptCHO2-03External resources usually used for production or graphics2728143045312121192520234140533222 330%10%20%30%40%50%60%70%80%90%100%Internal Communication: Writing, Graphic DesignInternal Communication: Production and FulfillmentSpecific Country/Regi
15、on CommunicationExternal Communication: CreationExternal Communication: ProductionWebHow often does your communication group use or collaborate with external contractors for the following activities?Always/OftenSometimesSeldom/NeverPERCENTSource: Towers Perrin/IABC “Future Trends” Study.12s:shared03
16、PRGgrIABC-02.pptCHO2-03What communication professionals need to do differently n Set priorities that address immediate business issuesn40% of respondents said that “fixing current business problems” was paramountn16% listed “recreating their image internally” as an immediate goaln Demonstrate the value communication adds to the organization nAlmost one-third of interviewees had gone through downsizing and experience
