10 October 2011
Key Benchamarking Data for Communicators 2011
Internal communicators developing their strategic skills to increase organizational influence
Moving away from the tactical and building on the strategic and consultative are the top professional development priorities for internal communicators for the coming year, according to findings from Melcrum's recent global research.
Internal communicators are looking to build their influence within organizations by focusing on more strategic and consultative skills, rather than the tactical skills of the traditional communicator.
That is one of the headline findings to emerge from Melcrum’s biennial Key Benchmarking Data for Communicators research, which surveyed almost 1,000 communicators worldwide.
When asked to select their development priorities for the coming year, top responses included supporting leadership communication, becoming a trusted advisor, strengthening the internal brand and campaign planning. Brushing up their social media skills was also identified as a top priority as communicators look to become more comfortable with new tools, their functionality and value they can bring to an organization.
Mike Berry, head of content at Melcrum, says: “It’s encouraging to see internal communicators looking to provide greater value to their organizations by focusing on areas that will have the most impact. Melcrum has long argued that internal communicators need to be bolder in recognizing that many aspects of their work are no longer valued by leaders and be proactive in reorganizing their activities around a few strategic priorities.
“Developing these value-added skills will help enhance the function’s credibility and position internal communication as a key strategic player.”
This is Melcrum’s first in-depth survey of internal communicators since large parts of the world economy emerged from a deep recession. Businesses remain cautious when it comes to investing, and the survey found where budgets are increasing, it is mainly due to investment in one-off projects or initiatives, rather than general communication activities.
Many respondents cite continuing budgetary pressures, across the board cost cutting, recruitment and pay freezes.
Other findings
Other findings include:
- Budget: Almost two thirds (63%) report that their budget for internal communication activities has dropped or remains unchanged.
- Structure: For the majority, internal communication sits in the corporate communication function (48%), followed by HR (18%), marketing (10%), and public affairs / PR (8%).
- Resources: Top areas for investment in the next year are intranet (62%), social media (61%), video (54%) and communication training for managers (47%)
- Channels: Email is still almost universal in its usage – 95% of respondents said they currently use it, followed by intranet (93%) and leadership communication including roadshows or town hall meetings (78%).
- Job satisfaction: Half (51%) agree that they get the training needed to progress in their career. But half (49%) also say they are unhappy with their organization’s investment in internal communication. About two-thirds (63%) agree they are paid fairly for their job.
Melcrum members can download the special report, which includes further analysis and findings. A PowerPoint deck featuring key charts and graphs based on the survey data is also available to download.
Have your say
What are your thoughts on these findings? What are your developmental priorities for the coming year? How are you increasing your influence in the business? Share your thoughts below...
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