Brief summary of IABC/Poland research conducted among polish managers

1. 1

2. Business communication
– how are you doin’ in Poland?

3. Methodology

4. Web based survey
Face – to face interviews
Timing: November 19, 2012 – January 7, 2013
Responce rate: 279

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. 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. 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

9. 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

10.  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

11. …, 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

12. 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!

14. 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%).

15.  External communication (53,76%)
 Internal communication (47,40%)
 Media relations (42,77%)
 Building employees engagement (40,46%).
Most effective…?

16.  Relacje z analitykami (32,95%)
 Corporate Social Responsibility (26,01%)
 Employer Branding (24,28%)
 Relacje inwestorskie (23,70%).
… a co nie działa?

18.  Face-to-face
 Online
 Print.
Most effective type of communication
50,00%
5,41%
44,59%
Face-to-face Print Online

19. 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

21.  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

22. Why don’t you measure?

23. 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

24. Cutting budget – what comes first?

25. 0
10
20
30
40
50
60
70
80
Firstly and most reduced Reduced No change

26. Cutting budget – what comes first according to top management?

27. 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

28.  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

31. 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

32. 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