Survey Confirms PR Role Within Australian E-Suite

published 2004

A survey of Australia’s top 200 publicly listed companies shows how closely aligned in-house PR is with the Executive Suite.

The research was released in July 2004 by recruitment and search firm Beilby. The research was undertaken in conjunction with Gavin Anderson & Company.

The survey was of Corporate Communication executives. Of the 200 companies surveyed - 51 responded giving a response rate of 25.5%, considered high for this type of survey.

A key finding to come from the survey was the importance all surveyed place on access to the CEO.  Over 60% of those surveyed were on the same floor as the CEO, most in the office next door.

“This elevation of the function to the Executive Level is a clear indication of the importance that CEOs and Boards are now placing on communication and disclosure for all stakeholders", said Sue Bourke, Principal Consultant of the Stakeholder Communication

Group at Beilby Executive Recruitment. 

Other key findings in respect of the relationship were:

• 74% of respondents report to the CEO.
• 100% have either daily or ‘as required’ contact with the CEO.
• 65% are part of the Executive Team.
• 47% have access to the Board as required, 19% monthly and 10% daily.
• 48% have access to the Chairman as required, 13% annually and 10% daily.

Comments made in respect of the need for a relationship at a high level included:

• “I couldn’t be effective unless I reported to the CEO”.
• “I am able to knock on the CEO’s door whenever I need something”.
• “We have an active Chairman; he likes to know what is going on.  He doesn’t like surprises so we keep him informed weekly”.

In analysing job functions the research showed Communications Executives were variously responsible for:

• Corporate Communication.
• Internal communications.
• Government relations.
• Issues management.
• Investor relations.
• Marketing Communication.

Beilby commented that internal communication was clearly emerging to be as an equal stakeholder to organisations as their external audience.  They also noted that more Corporate Communication executives were assuming responsibility for Marketing Communication, which represented a shift in how both Umbrella Brand and product brand are promoted together.

The majority of executives (42%) have 5 or less staff, but 20% have 20 or more.

The majority (47%) have a discretionary budget, often because of the high issues management component of the function.  However, 35% say they have a budget of $1-$3million annually.

Note: The author of this article is a senior Sydney-based independent corporate PR consultant who advises, coaches and mentors PR Managers and undertakes PR audits of PR Department structures and programs as well as helping review or select PR agencies. In addition he also provides specialist corporate PR and communications advice where issues or change are impacting on an organisation. He also blogs regularly on PR and communications topics simialr to those in this article.