UK Lags Behind France and Germany in Euro Business Communication
LONDON, July 25, 2013 /PRNewswire/ --
Study also finds the perceived importance of social media tools has tapered off
The largest international strategic communication survey in the world shows that UK businesses are lagging behind some of their key competitors[1] when it comes to communicating with European neighbours. The Ketchum-sponsored survey finds that nearly a third of UK businesses fail to see communication with Euro markets as important and, therefore, only 46% report that their organization has solid structures in place for international communication.[2]
These findings come against a backdrop of widespread recognition that international communication is now more important than ever. In the survey 72.5 per cent of more than 2,700 communication professionals polled in 43 countries by a research group of professors from 11 renowned universities said communicating internationally will become much more important within the next three years. In the UK, this view was shared by 70.2 per cent of communication professionals, but only 47.2% say they communicate internationally on a regular basis.
"With communications and a global perspective each being such a critical part of a successful business, it's alarming to find that less than half of UK companies are in a regular dialogue with people beyond their borders," explained Denise Kaufmann, partner and CEO of Ketchum London - and an employee of Ketchum, the global PR consultancy which has supported the study.
"Enlightened companies are putting in place the structures and capacity now to take advantage of both fast-growing global economies and the substantial market potential on the UK's doorstep. Despite economic difficulties, the EU remains a vital market for the UK and typically, a first step towards broader international trading," added Kaufmann.
Professor Ansgar Zerfass, lead researcher of the international research team, said: "Given the high degree of integration of European economies, companies without a proper international communications strategy are putting their business at risk."
Another finding of the study points to the fact that, for the first time in five years, the perceived importance of social media tools (Twitter, Facebook, etcetera) is not growing anymore. Data from the 2013 study show that 73 per cent of European communication professionals agree that online communities are an important part of a company's communication portfolio, while 55 per cent believe in the value of Twitter and 39 per cent in weblogs. These values have increased since 2008, but are lower than in 2012.
However, the study reveals a large gap between perceived importance and implementation of social media communication tools:
"We see that mobile applications and working with online communities pose the biggest challenge and opportunity for many companies," commented Kaufmann.
For more detailed results concerning the survey's different subject areas please visit http://www.communicationmonitor.eu. A full PDF report (128 pp.) as well as a web video are available online where selected highlights will be explained. Results of previous years' studies can be downloaded from this link as well.
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1. By annual GDP figures.
2. See table in notes to editors.
About European Communication Monitor (ECM)
The European Communication Monitor survey on the status quo and trends of communication management across Europe is jointly organised by the European Public Relations Education and Research Association (EUPRERA) and the European Association of Communication Directors (EACD). The international survey, sponsored by Ketchum, a leading global communication firm, is based on replies from 2,710 communication professionals in 43 countries. A research group of professors from 11 renowned universities, led by Professor Ansgar Zerfass, has conducted the research for the seventh time in a row. It is widely recognised as the largest study in the field of strategic communication worldwide.
http://www.communicationmonitor.eu
About Ketchum
Ketchum is a leading global communications firm with operations in more than 70 countries across six continents. The winner of 11 Cannes Lions and an unprecedented three consecutive PRWeek Campaign of the Year Awards, Ketchum partners with clients to deliver strategic programming, game-changing creative and measurable results that build brands and reputations. For more information on Ketchum, a part of Diversified Agency Services, a division of Omnicom Group Inc., visit http://www.ketchum.com.
About European Association of Communication Directors (EACD)
The EACD is the leading network for communication professionals across Europe with more than 2,000 members and a key partner in the ECM research project. It brings in-house communication experts together to exchange ideas and discuss the latest trends in international PR. Through Working Groups on specific communications topics and diverse publications, the EACD fosters ongoing professional qualification and promotes the reputation of the profession. http://www.eacd-online.eu
About European Public Relations Education and Research Association (EUPRERA)
The European Public Relations Education and Research Association is an autonomous organisation with members from more than 30 countries that aims at stimulating and promoting the knowledge and practice of communication management in Europe. Researchers working in the field of strategic communication, public relations and corporate communications collaborate within EUPRERA and organise cross-national projects, study programmes and annual conferences.
Notes to editors:
Survey question
UK Germany France
Communicating internationally with different
countries and markets - Regularly 47.2% 62.8% 65.8%
Communicating internationally with different
countries and markets - Sometimes 31.1% 28.1% 20.5%
Communicating internationally is important for my
organization
70.2% 77.6% 78.7%
My organisation has solid structures and
strategies for international communication 46.0% 58.2% 53.2%
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