business communication perception in poland
Post on 08-May-2015
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1
Business communication
– how are you doin’ in Poland?
Methodology
Web based survey
Face – to face interviews
Timing: November 19, 2012 – January 7, 2013
Responce rate: 279
52% 22%
20% 6%
Management team Manager Specialist Freelancer
0
10
20
30
40
50
60
21 -23
y.o.
24 -30
y.o.
31 -40
y.o.
41 -45
y.o.
46 -50
y.o.
51 -60
y.o.
61 -70
y.o.
Morethan70
y.o.
Management team
Respondents
Age: 31-40 years old
Representatives of:
Privately owned business (37,41%);
7,48% 8,84%
17,69%
9,52%
6,12% 4,08% 3,40%
37,42%
5,44%
Public administrationGlobal independent networkPart of the global network, dependent from the headquartersFamily businessLocal businessLocal subsidiary, dependent from the headquartersNGOPrivatately owned businessOther
Location: - More than 1 mln inhabitants (61,22%), - 500,000 – 1 mln inhabitants (19,73%), - 100,000 – 500,000 inhabitants (10,88%).
Mainly from voivodship: - Mazowieckie (61,90%) - Wielkopolskie (7,48%) - Dolnośląskie (5,44%).
Size of company:
Size according to EU regulations: Large (59,18%)
Mid (23,13%)
Small (17,69%).
17,69%
23,13% 59,18%
Small Mid Large
02468
1012141618
PR
, ad
vert
isin
g ag
ency
Ban
kin
g
Edu
cati
on
Ener
gy
FMC
G
Ret
ail
Wh
ole
sale IT
Med
ia /
Pu
blis
hin
g
Mo
to
NG
O
Rea
l-es
tate
, co
nst
ruct
ion
N/A
pro
du
ctio
n
Pro
ffes
sio
nal
bu
sin
ess
serv
ices
Ch
emic
al
Ph
arm
a
Pu
blic
Hea
lth
care
Telc
o
Tran
spo
rtat
ion
Tou
rism
insu
ran
ce
Fin
ance
Only two people correctly identified what means „business communication”
Business communication between two parties;
Building and protecting reputation of the company.
„I don’t understand what business communication, means, but…
21,15% 4,30%
5,02%
16,13%
46,60%
2,51% 4,29%
The activities carried out among market stakeholders to achieve setbusiness goalsSynonym of Public Relations
Different activities to increase brand awareness
Use of specific tools and skills to improve the functioning of theorganizationAny business comuunication between two parties
…, I know it is very important for the company
58,76%
1,03%
5,15%
0,52%
34,54%
Very important Completely unimportant Neutral Doesn't matter Important
0
5
10
15
20
25
30
35
40
Veryimportant
Completelyunimportant
Neutral Important N/A
23
0
3
15
2
26
1 0
11
1
39
1
5
22
0
Small
Mid
Large
…, no matter how big the company is!
Role of business communication
Helps to build relationships, which directly translates into business growth (38.86%)
Way to inform employees how their performance affects customers decisions (33.78%)
To educate employees about organizational culture and its values (33.11%)
Helps employees understand the business and provides information about company and its financial targets (31.76%).
External communication (53,76%)
Internal communication (47,40%)
Media relations (42,77%)
Building employees engagement (40,46%).
Most effective…?
Relacje z analitykami (32,95%)
Corporate Social Responsibility (26,01%)
Employer Branding (24,28%)
Relacje inwestorskie (23,70%).
… a co nie działa?
Face-to-face
Online
Print.
Most effective type of communication
50,00%
5,41%
44,59%
Face-to-face Print Online
How fast changed the business communication in your company during last 24 months
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
Very fast Very slowly Fast Sort of fast Slowly
Online
Face-to-face
Companies DO NOT measure
Press clippings
Few measures.
How do you measure the effectiveness of communication activities?
11%
42%
12%
35%
Press clippingsWe don't use any measuresROI (Return of Investment)Other
Why don’t you measure?
25,00%
1,47%
27,94%
1,47% 17,65% 13,24%
4,41%
1,47%
1,47%
1,47%
1,47% 1,47%
1,47%
Lack of interest from the managers sideWe use other measures, more suitable for our companyLack of resourcesN/ANo need - we know the resultsImpossible to translate results into businessWe don't know which measure to chooseWe didn't know that it is possible to measureWe had no time to take care ofWe measure salesNGO can't measureType of business makes it impossible
Cutting budget – what comes first?
0
10
20
30
40
50
60
70
80
Firstly and most reduced Reduced No change
Cutting budget – what comes first according to top management?
0 10 20 30 40 50 60 70
SmallMid
LargeSmall
MidLargeSmall
MidLargeSmall
MidLargeSmall
MidLargeSmall
MidLargeSmall
MidLargeSmall
MidLargeSmall
MidLargeSmall
MidLargeSmall
MidLargeSmall
MidLargeSmall
MidLarge
Mar
ket
ing
Me
dia
rela
tio
ns
PR
Sale
sEm
plo
yme
nt
ICT
HR
An
alys
tre
lati
on
s
Eve
nt
spo
nso
rsh
ipA
dve
rti
sin
gTr
ain
ing
Inte
rna
lco
mm
un
icat
io
n
Exte
rn
alco
mm
un
ica
tio
n
No change
Not reduced
Reduced a lot
Are slightly reduced
Firstly reduced and most
Business communication is identified with media relations
Clear lack of knowledge about measuring the effectiveness of communication
Companies cut their spendings dedicated to activities supporting business development
Small and medium-sized companies comparing don’t cut their budgets, and if, they decrese spendings related to sponsorship of events and analyst relations
The crisis in the company, good relations with investors and analysts are not essential elements. Managers do not pay attention to the consequences which may arise from this approach
Leaders do not appreciate the role of the employee in the company's success
Low awareness of the importance of terms related to communication
Last, but not least – the outcomes
IABC is…: International Asscociation of Business Communicators
One of the largest, global nonprofit business organization
More than 40 years on the market
Fast 16,000 professional members from 80 countries
Professional development and education of members
Support of educational institutions
Justyna Piesiewicz President of the Board IABC/Poland Tel. +48 602 788 880 e-mail: justyna.piesiewicz@iabcpoland.pl www.iabcpoland.pl www.iabc.com
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