Swiss Observatory 2011: Trends in the Swiss PR industry
For the second time, the Swiss Corporate Communication and Public Relations Practice Monitor is measuring and highlighting trends in the Swiss PR industry. Launched for the first time in 2010, the survey—which highlights developments in professional practice, trends in the communications field, and the needs of PR professionals in the market as well as in education—drew responses from approximately 500 communications professionals.
Trends/results:
- In view of the growing importance of social media, communicators are increasingly relying on their own corporate media
- The implementation of social media governance guidelines is still in its infancy - in a European comparison, neighboring countries are ahead of Switzerland
- Women remain in the majority in the Swiss PR industry and will play an even more important role in the future
- Chief Communications Officers (CCOs) are often part of the management team and have an increasing influence on strategic corporate decisions
- Around half of agency commissions do not come from the communications/PR departments, but almost exclusively directly from the CEO
- Issues communication" and "institutional communication" are predicted to be the most important communication disciplines.
The Swiss Observatory
The Swiss Observatory was founded in 2009 by PR Suisse, SPRI, BPRA, Harbour Club and Università della Svizzera italiana USI. It is supported by YJOO Communications, Linkgroup, Dynelytics and Adwired. Regular surveys as well as ad hoc studies are conducted to provide the industry with the necessary data for continuous improvement of professional practice. The next study will be conducted in spring 2012.
The study is available in electronic form at Spri.ch/pr-industry/swiss-house-of-pr/observatory.
