Corporate communications is going from strength to strength in Asia, according to a poll of 500 PR professionals in the region.
They reported positive trends when it came to budgets, influence and headcount. Here are seven stats to show why there is sustained cause for optimism.
- Influence is growing: A total of 73 percent of those quizzed said their function would increase in importance over the next two years, with half of them expecting their team to grow.
- Budgets are increasing: Almost half (44 percent) expect their total communications budget to grow, with 47 percent predicting that at worst it will remain the same.
- Teams are expanding: Thirty-seven percent of internal communications functions grew in size over the last 12 months and 28 percent expect to grow again in the coming year.
- Digital is booming: Three-quarters of digital teams took on more staff over the past year and over 40 percent expect to add extra headcount in 2015/2016.
- People on the ground: While in previous years communications teams have tended to concentrate in regional hubs, such as Hong Kong and Singapore, there is a trend developing for them to be based ‘on the ground’. As a result, 40 percent of practitioners in mainland China are forecasting team growth.
- Boardroom battle: Fifty-one percent of those surveyed said their corporate communications function had a seat at the boardroom table, up 3 percent in one year.
- Leadership backing: Media relations continues to be the resource with the highest level of advocacy from company executives, with 95 percent of respondents reporting that senior leaders are either key advocates or supportive of the function.
The findings were revealed in The Pulse, the third annual survey from recruitment firm VMA.
"The future for Asian business is optimistic, and The Pulse 2015/16 report confirms that the future of Asian communications looks set for corresponding growth," said Katrina Andrews, executive director of VMA Group.
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