MONDAY 12 MAR 2018 5:10 PM


Leading communications and marketing recruitment agency VMAGroup conducted research on whether or not technology is used in its full potential within organisations in the UK.

The report is called ‘the View’ and its findings were surprising, as over 410 corporate communications professionals revealed that organisations are not making the most out of the digital and social media channels.

Specifically, even though 75% of respondents believe digital communications is the future of the function, a striking 53% rate their organisation’s current use of digital communications and social media as ‘poor’ or ‘average.’ Demonstrating ROI for digital and social channels, and keeping up with the speed of the ever-evolving media scene have been mentioned as the two main setbacks people face.

Although crisis communications, strategic planning and influencing skills are exceedingly in demand, a disappointing lack of professional growth has been noted, with 60% of respondents having not had any communications-related training in the past 12 months. As a result, good business insight and strong writing skills were identified as lacking in the talent pool. Additionally, the report shows that fundamental principles are not being practised, with only half of respondents agreeing that their communications function objectives are meticulously studied, researched and reviewed.

Melissa Pierson, head of the external communications practice UK at VMAGroup, says, “It is concerning that there’s an expected digital transformation of the function, yet communicators have difficulty leveraging these channels and proving ROI. ‘The View’ prompts key stakeholders to question how their communications teams can stay digitally savvy, and whether they need to invest more resources in their digital platforms or upskill their teams.”

The result of ‘the View’ are admittedly worrying. Connecting with the targeted audience is essential in all fields of business and corporations in the UK seem to not be able to keep up with the times. They demonstrate a lack of progress in technology regarding communications and social media, which subsequently means a lack of competitiveness within the industry and therefore a lower chance of survival in the market.

Pierson adds, “Whilst it is important for communicators to keep abreast of trends, the strategies and tactics they use need to have a strong foundation. What we are also seeing is a demand for corporate communicators to have a broader skillset, ranging from digital to strategy planning.”

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