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Similaire à EACD-summit What on earth do communicationprofessionals do June 9 2023.pptx
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EACD-summit What on earth do communicationprofessionals do June 9 2023.pptx
- 1. Foundation for communication research WHAT ON DO COMMUNICATION PROFESSIONALS DO? * INTERNATIONAL RESEARCH ON THE ANATOMY OF COMMUNICATION MANAGEMENT Martien Schriemer Msc dr mr Piet Hein Coebergh MBA dr Wim Elving Brussels, June 8 & 9 Foundation for communication research
- 3. Foundation for communication research Influencers PUBLIC AFFAIRS DESIGN SOCIAL MEDIA INVESTOR RELATIONS JOURNALISM PUBLIC RELATIONS CORPORATE / MARKETING COMMUNICATION EVENTS CORPORATE MEDIA ADVERTISING
- 4. Foundation for communication research Input Process Output Analyzing work
- 5. Foundation for communication research Input Process Output The communication (management) process • Education (which?) • Stakeholder needs & wants • Budget • Time • Vision • Context • Other? • Grunig’s excellence model • Communication monitor, • Several other models (see article), • (business) KPI’s
- 6. Foundation for communication research Input Process Output Taking a look under the hood, at the engine • Education (which?) • Stakeholder needs & wants • Budget • Time • Vision • Context • Other? • Grunig’s excellence model • Communication monitor, • Several other models (see article), • (business) KPI’s
- 7. Foundation for communication research Input Process Output Anatomical approach • Education (which?) • Stakeholder needs & wants • Budget • Time • Vision • Context • Other? • Grunig’s excellence model • Communication monitor, • Several other models (see article), • (business) KPI’s
- 8. Foundation for communication research Alternative routes to define professionals Look at business cards and memberships with “communication" Look at relevant theory on (purposeful) communication in: Organizational Communication, Public Relations, Corporate Communication, Integrated Communications, Strategic Communication, Communication Management.
- 9. Foundation for communication research Input Process Output Classic - since 1960 Berlo, D.K. (1960), The process of communication: An introduction to theory and practice, Holt, Rinehart and Winston, New York. • Education (which?) • Stakeholder needs & wants • Budget • Time • Vision • Context • Other? • Grunig’s excellence model • Communication monitor, • Several other models (see article), • (business) KPI’s
- 10. Foundation for communication research Dance, F.E. (1967), Toward a theory of human communication. Human communication theory: Original essays, Holt, Rinehart and Winston, New York. Sure: communication is more than SMCR
- 11. Foundation for communication research Dance, F.E. (1967), Toward a theory of human communication. Human communication theory: Original essays, Holt, Rinehart and Winston, New York. SMCR helps to measure and analyze
- 12. Foundation for communication research Professionals manage SMCR for organizational purposes
- 13. Foundation for communication research 2018: Expert interviews, building questionnaire
- 14. Foundation for communication research Since 2019: Building community & database Results presented at: • Logeion C-Day, Nieuwegein (Netherlands), 26-06-2019 • PR Conference in Bled (Slovenia), 05-07-2019 • Caribbean Communication Conference (online), 23-04-2021 • EUPRERA Pamplona (Spain), 08-10-2021 • Final year communication students conference Leiden-Gent (online) 22-12-2021 • EUPRERA Vienna (Austria), 21/23-09-2022 • EACD (Brussels), 09-06-2023
- 15. Foundation for communication research Team of authors https://dx.doi.org/10.2139/ssrn.4439663
- 16. Foundation for communication research • 11 Universities • 3 Trade organizations • 9 Countries • 9 Languages • 3 Continents • ≈ 3.000 respondents And counting… 2019-2023: Foundation for communication research https://foundation-communicationresearch.org/international-team/
- 17. Foundation for communication research Professionals make choices in SMCR
- 18. Foundation for communication research 𝐵 = ∏ 𝐹 𝑖 ⁄81 = 𝑆 ∙ 𝑀 ∙ 𝐶 ∙ 𝑅⁄81 Introducing: the Berlo-score Formula: Essence: the more choices a professional makes in S, M, C and/or R, the higher the Berlo-score The more senior a communication professional is, the higher the Berlo-score.
- 19. Foundation for communication research Findings • Percentage of communication professionals in participating countries: around 1,5% of total workforce • All respondents recognize SMCR-logic • Berlo-score correlates with/ indicates/ explains seniority (position, education, experience) • More similarities than differences among participating countries
- 20. Foundation for communication research Implications • Better insight on what the profession is about and what is needed, e.g. in terms of education and performance • Companies can benchmark their quantity and quality of communication professionals cross industry and cross country • The Berlo-score can help assess the seniority and compensation of positions in communication
- 21. Foundation for communication research Where we are going More interviews, more countries (Germany & UK coming up), same questionnaire, exploring (answers on): The use of internal and external media Experience Education / training Accountability / responsibility / tasks Seniority / the Berlo-score Expectations of the future Industries / countries Position / level ideas?