PR trends 2015 global and digital

Over 1000 respondents from the DACH region, as well as Ireland, Malaysia, Norway, Singapore, Sweden, Thailand, the UK and the USA took part in the survey - and the results provide food for thought on how the global communications world is coping with digital change and redefining its role. However, the study also shows what tasks need to be tackled at boardroom level.

The majority of respondents are struggling with an increased workload in their daily PR work and would like to see more trust from top management. PR professionals are too often confronted with lengthy and inefficient coordination processes that call into question the benefits and success of social media communication. The budget issue also gives rise to criticism. Only 23 percent of international PR professionals can fall back on a budget that can also cope with the new requirements.

More content with the same budget? This calls for more efficiency in communication work. However, the lack of standardized measurement tools makes it increasingly difficult for respondents to credibly substantiate the ROI of their digital PR for management. It seems that global communicators have reached their limits in terms of time and capacity. In Germany, 38 percent of respondents believe that working in and with social media channels is one of the biggest time wasters. The key here could lie in better time management and a clear strategy that not only focuses on the short-term use of new tools, but also filters out what actually makes sense in terms of achieving objectives.

However, as long as "learning by doing" is the order of the day in communications departments when it comes to the use of digital technologies, the topic of efficiency is becoming increasingly important. Most respondents tend to say that they deal with new technologies on an ad hoc basis and learn how to use them as they are applied. Less than a quarter of them have received training in the use of the new communication channels for which they are now responsible.

Three quarters of all respondents also confirmed that it is not always easy to decide which type of content generates the highest ROI. The effective publication and distribution of content is also seen as a problem by a large majority. In Germany, around 40 percent see it that way. Worldwide, the problem seems to be perceived even more strongly, with 62% agreeing.

Communicators must be able to translate the effectiveness and efficiency of their measures for senior management. Only then will they gain their approval and support. To do this, they do not need more and more financial resources, but rather the expertise and support of management in the strategic use of digital tools. The challenge is therefore entering an exciting next stage.

The white paper on the study can be here can be downloaded.