Business Communicators Signal Intent to Increase Marketing Efforts

Nearly  half of  surveyed business communicators expect gradual economic improvement over the next 12 months. Additional findings in the survey conducted by the New York chapter of the International Association of 179684_presentationBusiness Communicators (NY/​IABC) and Trident Communications finds that about 1 in 3 communicators expect the economy to remain unchanged. Given this outlook, it’s little surprise that nearly 2 out of 3 professionals in this survey also expect to see business communications gradually improving as well. In addition, a similar number feel their department size will remain unchanged.

However, nearly 6 out of 10 respondents also indicate that their budgets have been cut for the upcoming year. Of those who face budget cuts, about half say the decreases range from 5%-15%. To handle the need for new communications in the face of tighter budgets, most respondents say they expect to see their workloads increase.

Here’s where the respondents expect to launch new communications programs in the next year:

  • Internal communications 54.3%
  • Media relations 50%
  • Marketing communications 62%

In addition, social media development is on the agenda of 71% of business communicators indicating their desire to shift their output to the arena where more consumers and professionals are spending their time.

[Source: Company release, NYIABC/​Trident Communications, 9.22.09]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.