Marketing, communications executives are going global: Survey

Updated on: Friday, May 27, 2011

Marketing and communications executives are fostering global relationships in a bid to communicate more effectively to specific audiences in other countries, says a survey.

According to a study commissioned by the Public Relations Global Network, marketing and communications executives are "going global", with seven out of 10 saying their organisations currently have, or will have in the next five years, a global marketing function.


The survey that covered 206 communications professionals across six continents noted that 43 per cent of organisations already have a formal global marketing function and of those without one, more than half expect to have one in the next five years.


"Communications professionals see clear benefits in fostering global relationships," Francine Robbens, PRGN president and partner at Brussels-based PRP-Public Relations Partners said.


The survey further noted that half of the executives surveyed regularly develop relationships with marketing/communications professionals in other countries. About 30 per cent interact at least once a month; 20 per cent interact three to four times a year.


The industries from which corporate communicators were most likely to connect globally were: manufacturing (27 per cent); commercial and professional services; media; food/beverage; and tobacco (each cited by 20 per cent of respondents or more).


The online survey was conducted in March by the LCWA Research Group, a pision of Chicago-based LC Williams & Associates, a PRGN member.

Marketing, communications executives are going global: Survey

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