Internal communicators looking to further grow their influence, Melcrum
research finds
LONDON, October 11, 2011
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 was 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 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.
A short report on the survey findings is available for download by Melcrum members at
www.internalcommshub.com/open/news/kbdc2011.shtml
- ENDS -
Note to Editors
Melcrum surveyed its global database of communicators in May 2011 and received responses from 977 people in organizations employing 1,000+ people. Respondents came from a wide cross section
of industries and regions.
About Melcrum
Melcrum, a privately held research and training business, is the leading authority on best practice, emerging trends and strategy in internal communication.
Melcrum advises internal communication leaders at 69% of the Global Fortune 100 largest organisations and 84% of the FTSE 100. Through independent research and executive education, Melcrum helps internal communicators achieve the rewards and recognition they deserve.
With global networks and offices in the UK, US and Australia, Melcrum researchers and editors spend their time meeting and talking to practitioners to find out where the best work gets done. Melcrum makes these tools, techniques, and case studies available to its members through publications, research, events, forums and websites.
For more information visit www.melcrum.com or contact:
Victoria Mellor, Group CEO, Melcrum
T: +44 (0)20 7357 8888
E: victoria.mellor@melcrum.com
