Managing Public Relations: Australian PR Communicator Study

Published February - March 2007

A recent communicator’s study conducted on behalf of Salt and Shein Search Selection in Australia found that senior communicators identified managing expectations and limited resources as challenges in their role, however the majority wanted to remain in communications.  They also believed their relationships with stakeholders and their ability to communicate powerfully was fundamental to their success in the roles.

Key Findings from the study included:

Reporting Lines

• 50 per cent of senior communicators indicated they report directly to the CEO or other senior executive
• The majority (51%) had between 1 and 6 direct reports involved in communication activities

Dominant KPIS for Communication Practitioners 

• Quality of relationships with stakeholders
• Managing perceptions
• Accurate representations of the organisation in marketplace reports (analyst and media reports)

 Communication Practitioner Career Path  

• More than 75% indicated they would like to move to another organisation and remain in communications
• 14% said they would like to remain with their current organisation and take on a broader role
• Less than 6% indicated they would prefer to move out of a communication role

   The top 10 challenges faced by communication practitioners 

1. Managing expectations both internal and external
2. Performing with limited people, budgets and other resources
3. Gaining buy-in of management and client to timely and/or meaningful communication
4. Getting messages across in a cluttered environment
5. Staying on top of accelerating day to day demands
6. Leading and developing people while still ‘doing communication’
7. Demonstrating the nexus between communication and organisational outcomes
8. Dealing with internal politics and bureaucracy
9. Communicating consistently in light of shifting organisation plans, priorities and practices
10. Winning and growing business (as internal and external advisors)

Respondents identified the top 10 attributes of effective communication practitioners as 

1. Communicate powerfully
2. Be creative
3. Have a strong network of contacts
4. Be respected by senior executives
5. Know the organisation and its environment thoroughly
6. Plan well, execute superbly
7. Provide timely objective and pragmatic advice
8. Thrive under pressure
9. Motivate and inspire
10. Bridge big picture and micro issues

Survey Methodology: In September 2006 610 senior communication practitioners in the corporate public and non profit sectors were invited to participate in the online questionnaire.  176 practitioners responded - response rate 29%.

 The full study can be found at www.saltshein.com.au

 PR Influences is produced by Network PR, a Sydney-based pr agency which specialises in business, technology and digital communication. For further general information view Network PR’s website, or email us at network.syd@networkpr.com.au for specific assistance.