Digital communication strategies around the globe

November 2012

Launched earlier this year, Grayling Pulse is one of the newer additions to the line-up of communications industry barometers. The report tracks important changes in public relations spend against key metrics, such as geography and sector, investment in digital and corporate social reputation communications and the changing level of visibility and perceived value of public relations and communications, at a board level, in some of the world’s leading organisations. The second edition of the report is out now, backed up with insightful commentaries by a panel of diverse experts – their thoughtfulness really does help Grayling Pulse stand out from the crowded market of jargon-heavy reports, blog posts and other online think-pieces. Broadly speaking, this edition reflects the success of the digital revolution: in all regions surveyed, the majority of companies have a digital strategy in place. Western Europe does slightly better than other regions in this respect: 78.4 per cent of companies have a digital strategy in place, a whisker ahead of North America’s 78.3 per cent, and Central/South Eastern Europe and Eurasia at 61.7 per cent. However, only 39 per cent of organisations have integrated their digital strategy with a broader communications strategy . Clearly, still room for improvement for many companies in this digital age. Perhaps a clue to the overall slow pick-up rate can be found in another of the report’s results: just 23 per cent of cheif executive officers participate personally in their companies’ social media, and 44 per cent have no involvement at all. Top-level buy-in, as the experts constantly remind us, is a key factor in the succesful alignement of strategy and tools. Another point of interest is that improved reputation and awareness are the two most common reasons for engaging in social media; the least common are increase in sales and customer service. Taken from Grayling Pulse Report

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