THE ROLE OF
This is current overview of the significant issues related to the corporate communication and reputation management. Poland's first publication, which is based on the experience of practitioners from 120 Polish and international companies, employing more than 250 people, representing dozens of different industries.
ABOUT THE CONFERENCE
DIALOG 2016 is the first edition of the conference series, which once a year will be a platform for commenting results of regularly conducted researches on various areas of corporate communication.
The aim of the conference is to support the professionalization of this discipline in Poland, the approximation of its characteristics, upcoming trends and challenges. This is meeting of practitioners and experts from many industries, who in one place have the opportunity to exchange experiences, best practices and for networking. The organizer of the event and the author of the study is Public Dialog, a consulting company offering a wide range of effective solutions in the area of corporate communication.
Landing page contains only part of the test results. We encourage you to download the full version of the report.
THE ROLE AND POSITION OF CORPORATE COMMUNICATION
The existence setting up a separate unit within a company structure carrying the wording of ‘corporate communication’ in its name.
Less than half of the surveyed companies have in their organization separated structure containing in the name „Corporate communication”. There was a clear difference between Polish companies, only 30% have such department, and foreign companies (72%). In companies that have above mentioned structure, corporate communication is primarily responsible for the four disciplines: „Public Relations” (93%), „Internal communication” (84%), CSR (81%) and „Corporate brand management „(80%). The majority of corporate communication structures are also responsible for „Sponsorship” (65%), and „Public affairs & lobbying” (54%). They are also run most events (65%) and „Social Media” (56%). While only 31% of them carries „Investor Relations”.
What is also clearly visible is a strong structural relation between corporate communications and marketing, promotion and products. One in three of separate departments of corporate communication are responsible for „Promotion and Advertising” (31%), and a little less for „Marketing” (24%). In every fifth department also includes responsibility for „Product brand management”. In some areas there are clear differences between Polish and foreign companies. In Polish firms the structure of corporate communication more often is responsible for the events, sponsorship, marketing, and even three times more than in case of foreign companies – for investor relations. However, involvement in Social Media, Public Affairs & Lobbying is smaller.
The role of communication in a company
According to the respondents, corporate communication has two distinctive and vital roles to play. The first is „Comprehensive company’s communication with all stakeholder groups” (40%), and second is „Strategic communication management, aimed at building the company’s reputation” (28%). In the perception of the role of corporate communications can be noticed a clear difference between the Polish and international companies. Strategic role of communication is emphasized only by 23% of Polish companies and even 37% of international companies, for which it is the prime role of corporate communication.
The tendency to be noted is the equal sign put between -/* zero article corporate communication and marketing activities, which in both Polish and international entities are treated the same by respondents: „Integrated marketing communication” (8%) and „Complex marketing activities of the company” (7 %).Much less frequently the role of corporate
communication is identified by the surveyed companies with „Building corporate image in the media” 5%), „Brand communication” (4%) and „Building the image of products and services” (3%), or „Employer Branding” (2%).
Some companies declare the role of corporate communication as a form of communication only with clients, or as „All communication activities addressed to the clients,” or as „Promotion of goods and services offered by company”, whose addressees are also customers.
Organizational units responsible for corporate communication
THE QUALITY AND EFFECTIVENESS OF COMMUNICATION
The biggest challenges in corporate communications
Dla osób z firm polskich największe trudności w obszarze komunikacji sprawia zrozumienie roli komunikacji korporacyjnej przez pozostałą część organizacji (49%). Na drugim miejscu znalazła się koordynacja współpracy wewnątrz organizacji (40%). Wyzwaniem i problemem jest dostępność członków zarządu przy formułowaniu działań z zakresu komunikacji korporacyjnej (25% polskie vs. 9% międzynarodowe). Potencjalne zagrożenia operacyjne były zdecydowanie częściej wskazywane przez rodzime firmy niż międzynarodowe podmioty (23% vs. 5%).
The impact of internal factors on the quality of corporate communications
None of the internal factors that may affect the quality of corporate communications gains a clear edge over the other. A bit more often respondents point to the understanding of actions from the board / decision makers (58%). More than half of the respondents also point to: employee awareness of the role of communication (53%), company’s strategy (52%) and corporate culture (52%).
47% of Polish companies indicate that the clear structure and internal distribution of competences affect the quality of corporate communications as compared to 26% representatives of international brands.
In turn, the location in the structure of the unit dealing with corporate communications is important for nearly half of the international organizations (47% vs. 30% of Polish).
Involvement in making business decisions
The vast majority of respondents (87%) feel involved in decision-making in the area of communication strategy (PR) and corporate social responsibility (CSR) (74%). The third place is the activities connected with brand management (62%).
Areas with the lowest decision-making involvement is mergers and acquisitions (62% of respondents do not feel involved) and entries into new markets (58%).
THE RESEARCH METHOD
THE RESEARCH WAS CARRIED OUT ACCORDING TO THE CAWI METHOD BETWEEN 10TH JUNE AND 8TH AUGUST 2016.
The breakdown of the organizations participating in the research was the following: all companies – 120: Polish companies – 77, international companies – 43. The main criterion for selection of a participating company was the staff count of minimum 250 people, which puts the companies into the group of sizeable organizations. These are the companies, which even due to their size, must follow appropriate communication procedures, not only the actions focused on marketing communication but also centered on strategic communication management and its constant maintaining within all groups of stakeholders.
The respondents were the individuals in charge of corporate communications within the organization (among others: directors of communications, directors of corporate communications, public relations managers, marketing managers, cmo, members of executive board).
They often represented the organization which was a leader of its branch. The research tool was a questionnaire made up of 29 questions. The questions covered 3 following areas of research: role and positioning of corporate communication, external audiences and consultants, quality and efficiency of communication. The survey was complemented by the questions that identified the respondent profile and the organization background.
Companies by origin
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