El estado de la comunicación por regiones del mundo

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El estado de la comunicación por regiones del mundo.

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El estado de la comunicación por regiones del mundo

  1. 1. Global Communications Trends in 2011 Balancing transparency and stakeholder engagement with business strategies Madrid - February 2011
  2. 3. Global Trends impacting business strategy <ul><li>Economic rebalancing </li></ul><ul><ul><li>New geographic regions of growth </li></ul></ul><ul><ul><li>New wave of consumers </li></ul></ul><ul><li>Productivity challenge </li></ul><ul><ul><li>Developed economies search for productivity gains </li></ul></ul><ul><ul><li>Scarcity of talent </li></ul></ul><ul><li>Global connectivity </li></ul><ul><ul><li>Capital, goods, information & people </li></ul></ul><ul><li>Resource constraints </li></ul><ul><ul><li>Collision of demand against supply </li></ul></ul><ul><ul><li>Changing attitudes to social and environment issues </li></ul></ul><ul><li>Government intervention </li></ul><ul><ul><li>Pressure on governments for stability (and protection) </li></ul></ul>Source – McKinsey & Company
  3. 4. What does this mean for communications <ul><li>Economic rebalancing </li></ul><ul><ul><li>Culture and national differentiation as business expands to new markets </li></ul></ul><ul><li>Productivity challenge </li></ul><ul><ul><li>Attraction and retention of talent </li></ul></ul><ul><ul><li>Internal communications of corporate strategies to drive productivity </li></ul></ul><ul><li>Global connectivity </li></ul><ul><ul><li>Linking of networks and social groups have not broken down national and cultural barriers </li></ul></ul><ul><li>Resource constraints </li></ul><ul><ul><li>Pressure on business to highlight its role and protection of society and environment </li></ul></ul><ul><li>Government intervention </li></ul><ul><ul><li>Economic growth and the financial crisis creating new relationship between government and business </li></ul></ul>
  4. 5. What we are seeing regionally
  5. 6. Asia <ul><li>China </li></ul><ul><li>Huge change in communications over last decade </li></ul><ul><li>General distrust of multi-nationals </li></ul><ul><li>Commercial interest driven by expertise and technology – not capital </li></ul><ul><li>High levels of domestic competition – need local understanding </li></ul><ul><li>Central government & super agencies (NDRC; SASAC) are a labyrinth requiting huge patience – makes the EU look simple </li></ul><ul><li>Media is a confusing layer of state owned, semi-private media and increasingly aggressive social media </li></ul><ul><li>Overriding need to demonstrate the “win” situation </li></ul>Disparate growth - maturing markets – enduring bureaucracy - huge regional cultural disparity – energy security
  6. 7. Asia <ul><li>Australia </li></ul><ul><li>Very accepting and open economy to European business - trusted </li></ul><ul><li>Need to create dialogue at National Government especially for regulation (FIRB, ACCC, ASIC) </li></ul><ul><li>State Government dialogue for all services </li></ul><ul><li>Open and influential media </li></ul><ul><li>Social media growing </li></ul><ul><li>China and the environment are the underlying issues </li></ul>Disparate growth - maturing markets – enduring bureaucracy - huge regional cultural disparity – energy security
  7. 8. Asia <ul><li>Japan </li></ul><ul><li>Trust and respect for multi-national business </li></ul><ul><li>Requires forensic research to understand the market </li></ul><ul><li>Media is highly regarded and very influential – long term dialogue </li></ul><ul><li>In depth national, trade and internet media – social media increasing </li></ul><ul><li>Myriad of Committees and regulators – patience and long-term </li></ul><ul><li>All engagement in Japanese – beware of translators! </li></ul><ul><li>Expectation of perfectionism – product and information </li></ul><ul><li>Huge interest in European culture </li></ul>Disparate growth - maturing markets – enduring bureaucracy - huge regional cultural disparity – energy security
  8. 9. Asia <ul><li>Singapore </li></ul><ul><li>Very open and pro business – gateway to SE Asia </li></ul><ul><li>Closer integration with region – Thailand, Malaysia, Indonesia, Vietnam </li></ul><ul><li>Need to create open dialogue with Government and media </li></ul><ul><ul><ul><ul><li>People’s Action Party/Economic Development Board/Monetary Authority of Singapore </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Singapore Press Holdings (print)/Singapore Media Corp </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Growth in social media </li></ul></ul></ul></ul><ul><li>Controlled government and media environment </li></ul><ul><li>Attraction & retention of talent a challenge </li></ul>Disparate growth - maturing markets – enduring bureaucracy - huge regional cultural disparity – energy security
  9. 10. North America <ul><li>Must do meetings with media in your own backyard – use local bureaus first </li></ul><ul><li>US media will not know you – beware the CEO visit! </li></ul><ul><li>Media highly provincial – news agenda is domestic </li></ul><ul><li>Digital media is highly advanced – WSJ, Dow Jones, Barrons, Bloomberg etc </li></ul><ul><li>Need to be more provocative and issues lead </li></ul><ul><li>Trade groups are important </li></ul><ul><li>Outlook for regulatory reform is huge – need to engage </li></ul>Low Growth - political deadlock - anti-corporate public tide - protectionist movement - rising NGO activism
  10. 11. <ul><li>Brazil </li></ul><ul><li>Only one language, but every region has its differences </li></ul><ul><li>Influential, independent and combative media – TV is the most important information source with 95% penetration </li></ul><ul><li>“ Shopping frenzy” in the new middle class - higher class echelons consumes exclusive and luxury goods </li></ul><ul><li>Multinational companies should invest in socio-environmental responsibility </li></ul><ul><li>Need to create dialogue at Local, State and Federal levels especially for regulation </li></ul><ul><li>Huge influence of American (USA) culture </li></ul><ul><li>Social media and networks are powerful, especially Twitter </li></ul>South America High growth - broad cultural differences - complex law and taxation systems - large “informal” economic sector - rising middle class
  11. 12. Europe <ul><li>Euro crisis dominating sentiment </li></ul><ul><li>Erosion of trust between corporates and society – led by financial services </li></ul><ul><li>Nationalism is growing – the single market? </li></ul><ul><li>Regulation is increasingly becoming a strategic issue </li></ul><ul><li>Social and environment moving up the agenda </li></ul><ul><li>Internal communications </li></ul><ul><li>Europe - the new shopping basket? </li></ul>Low growth - heightened interventionism - energy security – sovereign debt crisis - rising NGO activism - nationalism
  12. 13. Our conclusions
  13. 14. Communicating in the global age <ul><li>Local problems, global impact </li></ul><ul><ul><li>24 hour news cycle & digital impact </li></ul></ul><ul><li>BUT global impact does not mean multilateral response </li></ul><ul><ul><li>Need for tailor-made national strategies & cultural understanding </li></ul></ul><ul><li>Corporates will be forced to interact at a local, social and environmental level </li></ul><ul><li>Media has vastly different levels of influence </li></ul><ul><li>Governments facing pressure from multiplicity of interests will increase regulation </li></ul><ul><li>No replacement for long term dialogue and relationships </li></ul><ul><li>Social media a fast increasing channel of influence </li></ul><ul><li>Need to stress test programmes – look at BP </li></ul>
  14. 15. “ The world is becoming ever smaller, better networked and driven by a global instant news cycle. This does not translate to communication uniformity. We continue to see stakeholders as highly complex and influenced by local economic, cultural and environmental pressures. Corporates are moving from centralised communication functions to operational units that support on the ground programmes, tailored to local identities, built on continual dialogue and relationships.”

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