WCFA Global Poll 2016
GOBAL COMMUNICATIONS - KEY CHALLENGES
Finalized on: 13 November, 2016
More than 187 high-rank communication experts took part.
(Survey link: here)
Printed and disseminated with a circulation of 1500 hard-paper copies in 24 countries: Austria, Bulgaria, China, Egypt, Germany, Hungary, India, Italy, Jordan, Malaysia, Mexico, Norway, Poland, Portugal, Russia, Slovenia, South Africa, Spain, Switzerland, Turkey, UAE, UK, Ukraine, and the USA.
Every third participant in the survey sees the key task of professional communicators in promoting global values and solving global needs.Other 33% of the respondents concentrate on facilitating international communications and supporting the activities of global companies.
The survey results show a clear tendency of the communication industry towards international cooperation and constructing a global communication society.
The key challenge 45% of the communication professionals declare to be faced with today is the formation of a long-term reputation in a fast-changing world. The modern world is changing rapidly, so today’s communications need to be even more flexible in order to keep up with the times and reach the target audiences. Besides, permanent reputation does not exist anymore. Now, reputation needs to be kept up-to-date every day.
Apart from their key task, the questioned communication specialists believe they should also contribute actively to overcoming political challenges, such as refugee crises, reliability, building transparency and trust, countering terrorism, etc. In business communications they could certainly help with ethics, HR & talent acquisition, and trust deficiency. Moreover, they are ready to take part in solving problems with social engagement, equality, hunger, and eager to help with environmental issues like climate change, sustainability, wildlife preservation. They are also ready to foster solidarity, empathy and free access to the health system.
Communicators see a big part of their role not just in consultancy, but in contributing to society and facilitating solutions to the most urgent problems of our times.
37% of the respondents view social media support or developing SM communications as the most perspective market niche for today’s communication agencies. Community management takes the second place with ¼ of the votes, followed by crisis communications which were selected by 20% of the participants.
It seems the importance of media relations and management is no longer brought into question.
To view the full survey's results, click on one of the images below.
To read the press-release with a summary of the key conclusions, download the file below.