THE EVOLUTION TO MODERN COMMUNICATION
Actually known and simple. Unfortunately, the reality is different. Many companies are still finding it difficult to redesign their communication departments and are sticking to old structures and processes. This not only complicates processes and reduces results, but above all has a negative effect on employee motivation.
According to a current study by news aktuell and Faktenkontor, the current mood among PR professionals is burdening. Among other things they criticize overly high silo mentalities (28%), rigid corporate structures (24%) and the evaluation of PR (28%). Responsible managers seem to be particularly concerned about assigning new work areas for (former) PR employees. After all, 8% complain about the clear preference given by the management to their marketing colleagues.
Around a quarter of the PR experts complain about at least one grievance.
This is worrying insofar as, without rethinking, not only urgently needed resources are wasted, but valuable forces are reoriented due to boredom, insufficient demands and simply no appreciation. Yet, good communication has never been as valuable as it is today!
A rethinking of those responsible is urgently necessary in order to finally bring communication and marketing together and to be able to fully exploit potential.
Some PR employees or service providers may indeed still move like a fish on land outside the traditional media cosmos. But it is elementary to sift out future-oriented talents in good time. By appropriate training (23% also criticize a deficit at this point) they will become a valuable asset to the future communication strategy.
It is elementary to sift out future-oriented talents in good time.
It will be interesting to see what position PR experts will be assigned by companies in the coming years or whether the departments will be further shrunk in favor of ever-growing digital marketing resources. This wouldn’t be the first time success has been built solely on the pillars of budget and technology, but it never went well.