Comms leaders find a mismatch between growing responsibilities and manpower

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 23, 2021, 12:36 PM UTC

Communications leaders expect to become dependent on digital and the technological landscape to evolve, according to Institute for Public Relations and PR NEWS.

63% of communications leaders consider their department’s structure to be effective, with only 46% finding the structure to be satisfactory. For the last two years, 81% of respondents found their responsibilities to have increased. Another 71% expect the increase to continue in the next two.

48% of respondents anticipate more responsibilities but insufficient manpower, funding, or resources. Media relations (86%), social media (80%), and crisis/risk communications (75%) among others are some of the functions the respondents are responsible for.

At 69%, the communication function is most often combined with marketing. This is followed by public affairs (45%), advertising (44%) and more. PR pros want more resources, for their roles to be better structured and classified, among other things.

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