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...
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 adm...
Size of company:
Size according to EU
regulations:
 Large (59,18%)
 Mid (23,13%)
 Small (17,69%).
17,69%
23,13%
59,18%
...
0
2
4
6
8
10
12
14
16
18
PR,advertisingagency
Banking
Education
Energy
FMCG
Retail
Wholesale
IT
Media/Publishing
Moto
NGO
...
 Only two people
correctly identified
what means „business
communication”
 Business
communication
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 Neutr...
0
5
10
15
20
25
30
35
40
Very
important
Completely
unimportant
Neutral Important N/A
23
0
3
15
2
26
1 0
11
1
39
1
5
22
0
S...
Role of business communication
 Helps to build relationships, which directly translates into business
growth (38.86%)
 W...
 External communication (53,76%)
 Internal communication (47,40%)
 Media relations (42,77%)
 Building employees engage...
 Relacje z analitykami (32,95%)
 Corporate Social Responsibility (26,01%)
 Employer Branding (24,28%)
 Relacje inwesto...
 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%...
 Companies DO NOT measure
 Press clippings
 Few measures.
How do you measure the effectiveness
of communication activit...
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 side
...
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
Small
Mid
Large
Small
Mid
Large
Small
Mid
Large
Small
Mid
Large
Small
Mid
Large
Small
Mid
Large
Sma...
 Business communication is identified with media relations
 Clear lack of knowledge about measuring the effectiveness of...
IABC is…:
International Asscociation of Business Communicators
One of the largest, global nonprofit business
organizatio...
Justyna Piesiewicz
President of the Board
IABC/Poland
Tel. +48 602 788 880
e-mail:
justyna.piesiewicz@iabcpoland.pl
www.ia...
Business Communication perception in Poland
Business Communication perception in Poland
Business Communication perception in Poland
Business Communication perception in Poland
Business Communication perception in Poland
Business Communication perception in Poland
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Business Communication perception in Poland

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Brief summary of IABC/Poland research conducted among polish managers

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Business Communication perception in Poland

  1. 1. 1
  2. 2. Business communication – how are you doin’ in Poland?
  3. 3. Methodology
  4. 4. Web based survey Face – to face interviews Timing: November 19, 2012 – January 7, 2013 Responce rate: 279
  5. 5. 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. More than 70 y.o.  Management team Respondents  Age: 31-40 years old
  6. 6. 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 administration Global independent network Part of the global network, dependent from the headquarters Family business Local business Local subsidiary, dependent from the headquarters NGO Privatately owned business Other  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%).
  7. 7. 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
  8. 8. 0 2 4 6 8 10 12 14 16 18 PR,advertisingagency Banking Education Energy FMCG Retail Wholesale IT Media/Publishing Moto NGO Real-estate,construction N/A production Proffessionalbusinessservices Chemical Pharma Public Healthcare Telco Transportation Tourism insurance Finance
  9. 9.  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 set business goals Synonym of Public Relations Different activities to increase brand awareness Use of specific tools and skills to improve the functioning of the organization Any business comuunication between two parties
  10. 10. …, 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
  11. 11. 0 5 10 15 20 25 30 35 40 Very important Completely unimportant 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!
  12. 12. 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%).
  13. 13.  External communication (53,76%)  Internal communication (47,40%)  Media relations (42,77%)  Building employees engagement (40,46%). Most effective…?
  14. 14.  Relacje z analitykami (32,95%)  Corporate Social Responsibility (26,01%)  Employer Branding (24,28%)  Relacje inwestorskie (23,70%). … a co nie działa?
  15. 15.  Face-to-face  Online  Print. Most effective type of communication 50,00% 5,41% 44,59% Face-to-face Print Online
  16. 16. 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
  17. 17.  Companies DO NOT measure  Press clippings  Few measures. How do you measure the effectiveness of communication activities? 11% 42% 12% 35% Press clippings We don't use any measures ROI (Return of Investment) Other
  18. 18. Why don’t you measure?
  19. 19. 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 side We use other measures, more suitable for our company Lack of resources N/A No need - we know the results Impossible to translate results into business We don't know which measure to choose We didn't know that it is possible to measure We had no time to take care of We measure sales NGO can't measure Type of business makes it impossible
  20. 20. Cutting budget – what comes first?
  21. 21. 0 10 20 30 40 50 60 70 80 Firstly and most reduced Reduced No change
  22. 22. Cutting budget – what comes first according to top management?
  23. 23. 0 10 20 30 40 50 60 70 Small Mid Large Small Mid Large Small Mid Large Small Mid Large Small Mid Large Small Mid Large Small Mid Large Small Mid Large Small Mid Large Small Mid Large Small Mid Large Small Mid Large Small Mid Large Market ing Media relatio nsPRSales Emplo ymentICTHR Analyst relatio ns Event sponso rship Adverti sing Trainin g Interna l comm unicati on Exter nal com muni catio n No change Not reduced Reduced a lot Are slightly reduced Firstly reduced and most
  24. 24.  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
  25. 25. 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
  26. 26. 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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