Annually our World Communication Forum Association (WCFA) holds a survey of the "communication world". The main topics we want to figure out are the main tasks, challenges and trends of the communication industry. This year the survey was held in November. 187 communication professionals from five continents answered 10 questions about the communication industry and shared with us their personal experience.
While analysing the survey results, we have discovered a lot of interesting characteristics and tendencies of the modern communication field. For example, the most popular answer to the first question about the key task of professional communicators was promoting global values and solving global needs (36% of the respondents). The second most popular answer was facilitating international communications. So, we see the clear development of the communication industry towards international cooperation and constructing a global communication society. Nobody is interested in staying in their "swamp" any more. Communication nowadays means connecting the world. The results of the WCFA survey can serve as another proof of this idea.
According to the survey, the most difficult challenge that modern communicators are faced with is the necessity to provide the company with stability in the informational chaos and overdose. So, 45% of the respondents said, the most important task for them is formation of a long-term reputation in a fast-changing world. The world nowadays is changing rapidly, so today's communication needs to be even more flexible in order to keep up with the new times and be able to reach its target audience. Besides, permanent reputation does not exist anymore. Now, reputation needs to be kept up to date every day.
Apart from their key tasks, the questioned communication specialists believe they should also contribute to overcome political challenges, such as refugee crises, reliability, building transparency and trust, countering terrorism, etc. In business communications they could certainly help with ethics, HR & talent acquisition, and trust deficiency. Moreover, communicators are ready to take part in solving problems with social engagement, equality, hunger and help with environmental issues like climate change, sustainability, wildlife preservation and foster solidarity, empathy and free access to the health system. So, communicators see a big part of their main role not within the communication industry, but in contributing to the society and facilitating solutions to the most urgent problems of our times.
Another exciting conclusion is that Social Media support and developing of SM communications is seen as the most perspective market niche by 37% of the WCFA survey respondents. Community management takes the second place with ¼ of the votes. It seems the importance of media relations/management is no longer brought into question. Therefore, if you still do not have Facebook, now it is the right time to start!
While describing the today's communication director in a global company, the respondents wish them to have such skills as leadership, vision, adaptivity to change. The ability to react quickly to rapidly changing circumstances is viewed as one of crucial importance. Obviously, the modern communication professional needs to be not only a good manager and organiser, but again - to be able to race with the time. When asked to name three additional valuable skills, the respondents chose experience, stamina/resilience and discipline.
This year more than a half of 187 communication specialists participated in the survey are currently acting as company presidents or managers. Besides, almost 40% of the respondents represent communication agencies. The average age of the majority of respondents (59%) is between 30 and 50 years. The WCFA association holds such surveys in order to inform its members for new trends and calls within the industry. The results of the poll aim to help specialists spot the main challenges they will face in the nearest future and develop the right communication strategy.
The World Communication Forum Association (WCFA) is a non-profit organisation whose goal is to create a global cross-border and cross-cultural professional community in the field of communications. The focus of the WCFA lays on communications, media, PR, branding and leadership. Strongly believing that communication as a key factor in the development of humanity, the WCFA initiates researches and surveys about the specifics and future of communications: new behaviour models, educational models, recognition and influence etc. For more information visit our home page.
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