Perceptions and Positioning of Communication Departments

Press release perception and positioning of communication departments

Communication departments need to sharpen their profile – new study reveals significant room for improvement

A team of researchers from Leipzig University investigated the perception and positioning of communication departments in large companies. 1,147 top executives, middle managers, and employees without leadership responsibilities in Germany—the largest European country—were surveyed about their perceptions of the objectives, tasks, and relevance of their communication departments.

The results show that there is still much room for improvement. Only 50% of top managers and 36% of middle managers are convinced that communicators’ work helps them fulfill their tasks. Nearly every second manager doubts that the resources and budgets spent on communications in their own company are justified.

A majority of all respondents call for communication departments to better explain what they do and how they create value. The study reveals possible courses of action.