Survey suggests growing optimism in comms.

Most corporations plan to launch new communications campaigns in the next 12 months, says a new survey of business communicators.

The survey – conducted jointly by the International Association of Business Communicators and Trident Communications LLC in New York – found that 62% of respondents are unveiling new marketing programs, and 54% new employee communications programs, in the near future.

The results reflect growing optimism about the economy, said Rob Drasin, president of Trident  communications.

“The fact that businesses are willing to spend money both externally and internally means they believe the tide is turning,” Drasin said. “Companies know they need to reach out to consumers as people slowly start spending again. And after all the layoffs of the past year, they have to engage with the employees they still have, or risk losing them when new opportunities come along.”

Echoing their employers’ cautious optimism, most of the 121 professionals surveyed had a positive view of the nearterm future of their profession. Some 2% said corporate communications would improve over the next 12 months.

Only 23% expected further layoffs in their departments, while 11% anticipated increased hiring.

Other survey results suggest that corporate interest in social and new media tools continues to grow – 72% of those polled said such tools would become regular communications channels for their companies in the coming year.