Articol de: Elena Badea, Managing Partner, Valoria Business Solutions
According to the respondents, communication managers are involved in strategic planning in 61% of companies, 23% say are only partially involved, but 16% say they are not involved in this process in any way. For small companies with incomes of less than EUR 1 million, it is easiest for communication managers to be involved in strategic planning of the company’s communication approach, and 70% of respondents confirm this. For companies with incomes over EUR 100 million, only 45% of communication managers answer positively to this question. In these companies the percentages of the communication experts who say they are only partially involved in the strategic planning process also drops.
65% of the general managers who say that communication managers are involved in the strategic planning, but only 38% of marketing / PR / communication specialists have checked the same response.
For 42% of the Romanian companies, the main audience in the external communication is made of the clients. The other answers regarding the target audiences are as follows: general audience (23%), local community (21%), journalists (10%), and authorities (4%). For only two out of 100 companies, the primary audience in external communication is the civil society.
In Romania, 70% of companies believe that the most important role of the strategic communication function is reputation management. In the second place, 5 percentage points away, is the customer relationship with 65% of companies, and the third place with 58% of the respondents is the promotion of the company. Only 47% of companies consider that the role of strategic communication is to enable business growth, 38% say that the main role is to obtain competitive advantages, and 35% say is to manage risks.
The number one of the top three strategic communication activities in terms of share in total is media relations (65%), although only 10% of respondents said that the main audience for strategic communication consists of the journalists. On the second place is social media (58%), and in the third place are the PR initiatives (48%), followed employer branding and CSR initiatives (47% each).
Foto: Pixabay
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