PR Elite takes care of all stakeholders
What do PR professionals who achieve high quality corporate communications do differently from their colleagues who are less successful? The authors of a study refer to an interesting partial result: Instead of concentrating solely on customers and shareholders, quality communication takes into account all stakeholder groups, with a focus on employees and journalists in particular.
Thanks to the new digital channels, virtually everyone can now communicate with everyone about a company. 40 percent of the PR elite therefore serve all interest groups that are important for the company. In contrast, only 26 percent of average PR professionals have the concerns of all stakeholders in mind. This is shown by the study “Excellence in Corporate Communication 2014” by Prof. Lothar Rolke from the Mainz University of Applied Sciences and Jörg Forthmann, managing partner of the communication consultancy Faktenkontor. 288 specialists and executives from press offices of German companies were interviewed. They were differentiated according to whether they achieved top or average quality in communication.
Customers are generally the most relevant
Average PR professionals are much more likely to focus on a few interest groups. 17 percent of them are factually oriented towards the needs of customers and shareholders. It is only twelve percent of the top communicators. In general, customers have the highest relevance in all companies. In the assessment of the individual target groups, the PR elite differs from the mediocre, especially in the case of employees and journalists. Both groups are rated more important by the top communicators than by the average professionals.
Differences between excellent and less successful PR managers can also be seen in communication behavior. 13 percent of average PR professionals agree with the statement: “Communication is not an end in itself, costs money and can also be risky; therefore we do not communicate more than absolutely necessary. ”Only four percent of the communication elite pursue the same restrictive PR strategy.
Social media enable mass communication
“In the increasingly digitized world, it is important to pay equal attention to all stakeholders. Today anyone can initiate mass communication via social media, ”says Jörg Forthmann from Faktenkontor. Lothar Rolke, Professor of Business Administration and Corporate Communication at the Mainz University of Applied Sciences, adds: “In the new world of communication, companies are only players. Because they do not communicate with individual, easily distinguishable and unconnected target groups, but in a networked communication world in which you don’t need the company itself to talk about it and form an opinion. “
(Factual account / asc)