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

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PR

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Ban

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Edu

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Ener

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FMC

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Ret

ail

Wh

ole

sale IT

Med

ia /

Pu

blis

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g

Mo

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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

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Telc

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Tran

spo

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Tou

rism

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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

Print

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

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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