2021年战略传播报告（英）-58页_2mb

2021 JOTW Strategic Communications Survey Summary

Core Content

The 2021 JOTW Strategic Communications Survey was conducted by Ned's Job of the Week (JOTW) and Sword and the Script Media, LLC, and involved 300 professionals in the communications, public relations, and public affairs fields. This was the fourth annual survey, and it aimed to understand the evolving trends, challenges, and priorities in the field of communications. The survey highlights the impact of the pandemic, shifts in organizational priorities, and the changing role of professional communicators in a post-pandemic world.

Main Points and Key Findings

1. Organizations Value Communications More

• 80% of respondents agree or strongly agree that organizations now place a greater value on communications than before the pandemic.
• Employee communications has seen the most growth in importance, with 93% of respondents noting its increased relevance.
• 64% of respondents expect their organizations to adopt a hybrid work environment.

2. Top Challenges Facing Communications and PR Professionals

• The top three challenges are:
  • Too many priorities (40%)
  • Cutting through the noise (37%)
  • Leaders who don’t understand communications (36%)
• These challenges reflect a shift from previous years where budget and ROI were the primary concerns.
• 54% of respondents believe that more work will be outsourced to agencies or consultants to manage the workload.

3. Media Relations Remains Difficult

• 60% of respondents say media relations is harder or much harder than last year.
• This trend has been consistent over the past few years, showing no improvement.
• 29% of organizations are investing more in media relations, while 60% are maintaining the same level of investment.

4. Credibility of Sponsored Content

• 62% of respondents believe sponsored content can be credible some of the time, depending on the source.
• 41% of communicators say their organization has dabbled in sponsored content, while 40% have never purchased such content.

5. Brands Taking Stands on Social Issues

• 43% of respondents believe brands should take a stand on social issues often or always.
• 21% think brands should take a stand on political issues.
• 40% in both cases say they do so sometimes, depending on the issue, context, and relevance.

6. DE&I Programs in Organizations

• 66% of respondents say their organization has a formal DE&I program.
• Only 13% say the program was created in response to 2020 social unrest.

7. Measurement and ROI

• 60% of respondents measure their communications efforts always or often.
• 30% measure some of the time, while 10% rarely or never do.
• There is a positive trend in measurement efforts, though it remains a challenge.

8. Communications Technology

• 74% of respondents rate their technical skills as good or excellent.
• However, 20% lack the necessary technical chops, indicating a gap in the industry.

9. Reporting Structure for Communicators

• Most respondents report to the CEO (21%), CMO (20%), or Chief Communications Officer (22%).
• Many would prefer to report independently of marketing and directly to leadership.

Key Trends and Shifts

• Increased value of communications: The pandemic has shown that communications is essential for navigating crises and maintaining stakeholder trust.
• Outsourcing work: With too many priorities, 54% of respondents expect more work to be sent to outside agencies.
• Media relations challenges: Despite the increased importance of communications, media relations remains difficult, and many organizations are not increasing their investment.
• Sponsored content: While there is some skepticism, it is seen as a potential tool if executed well and aligned with brand values.
• Social responsibility and ESG/DE&I: These are important, but results matter more than plans.
• Burnout and workload: The pandemic has led to increased burnout, with 83% of marketing and communications professionals reporting burnout during the pandemic.

Contributors' Insights

• Karen Swim: Emphasizes the need to move beyond media relations and demonstrate the broad value of communications through strategic programs.
• Michael Smart: Notes that earned media is shrinking, and paid media should be considered as an alternative if used ethically.
• Michelle Garrett: Highlights the growth in demand for PR services and the increased use of freelancers.
• Stacey Miller: Believes that agencies and solo PR pros are now seen as essential partners to support in-house teams.
• Shel Holtz: Stresses the importance of clear and strategic communication when taking a public stand, especially on internal communication regarding hybrid work models.
• Shonali Burke: Advocates for strategic use of paid content and a focus on quality and community.

Conclusion

The 2021 survey underscores a growing recognition of the value of communications in the modern business landscape. Despite challenges such as too many priorities, diminishing returns in media relations, and burnout, communicators are increasingly seen as vital to organizational success. The shift towards hybrid work, increased use of sponsored content, and the need for clear and strategic messaging are key areas of focus for the future. The survey also highlights the importance of measurement, technical skills, and alignment with organizational values.