La professione in Italia a confronto con l'Europa - PR Conversations

La professione in Italia a confronto con
l’Europa
EUROPEAN COMMUNICATION MONITOR 2010
Emanuele Invernizzi e Stefania Romenti

46 countries represented in the European study
Southern
Europe
25,2%
Eastern
Europe
11,3%
ITALY 11.5%
Western
Europe
34,7%
Northern
Europe
28,8%
RESPONDENTS (N)
Europe 1.955
Italy 225
1

Demographic background of Italian participants
Position
Job
experience
Head of Communication, Agency CEO 47.1%
Responsible for single Unit 27.1%
Team member, Consultant 22.2%
Up to 5 years 12.0%
6 to 10 years 26.7%
More than 10 years 61.3%
2

Types of organisations of Italian participants
ORGANISATION
(Communication department 64.4%)
Private
company
27,6%
Governmentowned/Public
sector/Political
organisation
15,6%
Join stock
company
21,3%
Communication
consultancy,
PR agency,
Freelance
consultant
35,6%
3

68% of Italian respondents feel responsible for business
strategies
79,1
85,4
Focus on supporting business
goals by planning and executing
communication
Italy Europe
68,0
62,5
Feel responsible for helping to
define business strategies
Q_8 In your daily work, how much do you focus on…/do you feel responsible…? (scale 1-7; considered scale points 5-7).
4

Distribution Università of pubbliche professional private roles
ITALY EUROPE
Strategic Facilitators 57.3% 58.4%
Operational Supporters 21.8% 27.0%
Business Advisers 10.7% 4.1%
Isolated Experts 10.2% 10.5%
5

Acceptance of communication professionals by
senior management
Italy Europe
63,6
75,5
PR recommendation are taken seriously by senior
management (advisory influence)
Q_4 In your organisation, how seriously are PR recommendations taken by senior managers? (scale 1-7; considered scale
points 5-7).
6

Satisfied with their jobs (overall satisfaction)
51,6%
57,0%
Italy Southern
Europe
73,4%
Northern
Europe
Q_16h Overall, I am satisfied with my job (scale 1-5; considered scale points 4-5).
69,2%
Overall
7

Overall satisfaction Europe 3.80; Italy 3.46
Type of
organisation
Position
Q_16h (scale 1-5; Q19 average results).
Join stock
companies
3.36
Private
companies
3.39
Head of
Communication,
Agency CEO
3.69
Governmental
organisations
3.10
Unit Leader
3.23
Not for profit
organisations
3.53
Team member,
Consultant
3.16
Agencies
3.50
8

Effect of Global Downturn on communication
management
57,3
68,8
Italy Europe
22,2 20,6 20,4
More important No change Less important
Q_1 How the economic downturn affected the role of communication management within your organisation?
10,6
9

Development of Communication Budget
17,8
20,3
Italy Europe
32,9
Q_1b. How did communication budgets and resources develop, compared to the average change within the organisation?
38,5
49,3
Better Equal Worse
41,2
10

Basic annual Tipo di salary strategia of PR per practitioners area geografica (in Euros)
38,7
Italy Europe
29,1 27,8 29,7
Q_19 In which of the following bands does your basic annual salary fall?
33,5
41,2
UP to 40000 40001 to 70000 More than 70000
11

Perceived indicators of excellence
Good relationships with
key stakeholders
Formal involvement in
the strategic
management process
Capability to use content
production tools
Informal networks
whithin the organisation
Hierarchical position of
senior communication
professional
ITALY
SOUTHERN
EUROPE
NORTHERN
EUROPE
OVERALL
81.8% 84.6% 87.7% 85.8%
70.2% 75.7% 82.9% 81.8%
68.4% 69.0% 65.2% 63.7%
48.0% 53.8% 71.6% 65.9%
44.9% 53.1% 53.1% 54.1%
Q_3 In your experience, which features define the excellence of a communication department?(scale 1-5; considered scale points 4-5).
12

Interactive channels relevant for public relations
Online communities
(social networks)
Online videos
Weblogs
Microblogs (Twitter)
Virtual worlds
10,7
27,6
TODAY IN 2011
31,6
35,1
40,9
48,9
55,1
64,9
N=225 PR professionals from Italy. Q_13 (scale 1-5; considered scale points 4-5).
78,2
81,8
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
IN 2011
Compared to Europe
+ 3.7%
+ 2.9%
+ 6.8%
+ 3.5%
+ 6.8%
13

Press and media
relations: print media
Face to face
communication
Important instrument for development of
communication channels
Events
Sponsoring
27,9
TODAY IN 2013
32,1
48,4
55,3
N=225 PR professionals from Italy. Q_6 (scale 1-5; considered scale points 4-5).
59,5
61,9
63,8
71,6
IN 2013
compared to Europe
-6.8%
-11.5%
+8.4%
+5.0%
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
14

Online communication
Press and media
relations: online media
Press and media
relations: TV/radio
Social media
Important instrument for development of
communication channels
TODAY IN 2013
36,2
53,2
52,6
59,9
60,0
N=225 PR professionals from Italy. Q_6 (scale 1-5; considered scale points 4-5).
82,4
87,0
94,0
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
IN 2013
compared to Europe
-0,7%
-2.5%
-2.2%
+5.1%
15

Expected development of disciplines and fields
practice
Corporate
Communication
Marketing/Brand and
Consumer
Communication
Corporate Social
Responsibility and
Sustainability
International
Communication
TODAY IN 2013
34,7
37,2
Q_5 How important are the following fields of practice in your organisation or consultancy? Will they gain more or less
importance within the next three years? (scale 1-5; considered scale points 4-5).
58,4
60,6
59,9
71,7
76,4
81,9
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
IN 2013
compared to Europe
-2.1%
-2.1%
+2.4%
-7.1%
16

Expected development of disciplines and fields
practice
Personal Coaching,
Training Communication
Skills
Crisis communication
Internal Communication
and Change Management
Investor Relations,
Financial Communication
TODAY IN 2013
27,5
32,9
34,4
35,3
N=225 PR professionals from Italy. Q_5 (scale 1-5; considered scale points 4-5).
51,4
60,6
60,6
62,4
IN 2013
compared to Europe
+3.3%
-4.5%
-12.3%
+1.0%
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
17

How PR professionals measure their activities
68,0
82,3
Clipping and media
response
60,4
69,7
Internet/intranet
usage
Q_10 (scale 1-5; considered scale points 4-5).
56,0 54,3
Understanding of key
messages
Italy Europe
42,2 41,8
Stakeholder attitudes
and behaviour change
32,4
25,7
Impact on financial /
strategic target
36,0
24,3
Impact on intangible /
tangible resources
18

Perception of their strategic role
Social media and personal training
Measurement
Budget and salaries
Media relations (print, TV, radio and online)
Job satisfaction and acceptance by senior
management
19