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CEC Stakeholder Engagement Quick Poll

CEC Stakeholder Engagement Quick Poll

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Fortune 1000 Quick Poll on Stakeholder Engagement
Fortune 1000 Quick Poll on Stakeholder Engagement

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Published by: cecinsider on Mar 30, 2010
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10/02/2011

SALES, MARKETING, AND COMMUNICATIONS PRACTICE COMMUNICATIONS EXECUTIVE COUNCIL©

CEC Quick Poll: Stakeholder Engagement
Results from 100+ Organizations March 2010

© 2010 Corporate Executive Board. All Rights Reserved.

CEC QUICK POLL: STAKEHOLDER ENGAGEMENT
Key Objectives for External Communications in 2010

Communicators are prioritizing activities to help their companies “win” coming out of the recession—not just manage negativity.

What are your primary objectives for external stakeholder communication in 2010? Select top 3 -------------------------------------------------------(% respondents)
Differentiate company from peers Inform stakeholders of the company position/strategy Support sales/marketing efforts Boost stakeholder trust Put a human face to the company Increase general visibility of the company Provide balanced view of the company Encourage stakeholder dialogue Provide context to company strategy Correct mis-perceptions about company 31% 27% 26% 25% 21% 20% 19% 44% 39% 49%

n = 94

© 2010 Corporate Executive Board. All Rights Reserved.

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CEC QUICK POLL: STAKEHOLDER ENGAGEMENT
Barriers to Success for Communications

Communications struggle to create simple messages that can be consistently communicated by others.

What are the greatest challenges to achieving your objectives? Select top 3 -------------------------------------------------------(% respondents)

Coordinating multiple voices to "stay on message" Developing a clear message with internal partners Breaking through "noise" of informal information Incorporating social media channels into outreach Volume of information outlets Stakeholders skeptical of company action Difficulty identifying true stakeholder influencers Reduced credibility of corporate sources Encouraging advocacy Identifying stakeholder's trusted sources Getting journalists to pick up story Appearing as credible participants in online conversation 9% 15% 15% 14% 13% 11% 30% 29% 29% 28% 44%

53%

n = 94

© 2010 Corporate Executive Board. All Rights Reserved.

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CEC QUICK POLL: STAKEHOLDER ENGAGEMENT
Nature of External Communications Posture

More than 80% of communicators characterize their external communications activities as 1) an equal mix of proactive and reactive, or 2) mostly proactive. During the recession, CEC observed a large number of our members battling high reactive volumes.

How would you describe the nature of your external communications activities over the past year? -------------------------------------------------------(% respondents)

0.9% 1.8% 31.0%

Entirely reactive 13.3% Mostly reactive

An equal mix of reactive/proactive
Mostly proactive Entirely proactive 53.1%

n = 113

© 2010 Corporate Executive Board. All Rights Reserved.

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CEC QUICK POLL: STAKEHOLDER ENGAGEMENT
Identifying Influencers

More than 60% of communicators say that it is somewhat or considerably harder to identify influencers that it was 5 years ago.

How much harder or easier do you think it is to identify influencers compared to 5 years ago? -------------------------------------------------------(% respondents)

12% 8%

19% Considerably harder Somewhat harder About the same

20% 42%

Somewhat easier

Considerably easier

n = 65

© 2010 Corporate Executive Board. All Rights Reserved.

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CEC QUICK POLL: STAKEHOLDER ENGAGEMENT
Impact of New Media

Communicators are adding new monitoring systems and managing new channels, but very few are actually reducing traditional activities to free capacity.

What impact has increased digitization of media had on your media relations approach? -------------------------------------------------------(% respondents)

Increased the number of channels monitored Added new channels that we manage Shifted the style/content of information Added online press releases Increased reactive nature of media relations Increased partnership with marketing Reduced effect traditional media outreach Increased personal outreach to journalists Recuced time/effort traditional media outreach Decreased personal outreach to journalists 0% 10% 20% 30% 40% 50% 60% 70% 80%

n = 65

© 2010 Corporate Executive Board. All Rights Reserved.

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CEC QUICK POLL: STAKEHOLDER ENGAGEMENT
Use of Social Media Tools in Online Newsrooms

More than 60% of companies are producing more dynamic newsroom content (e.g., video/audio). Social media features on newsrooms primarily enhance “push” content, rather than create opportunities for stakeholder interactions.

Which of the following have you incorporated into your online newsroom? -------------------------------------------------------(% respondents)

70% 60% 50% 40% 30% 20% 10% 0%

n = 67

© 2010 Corporate Executive Board. All Rights Reserved.

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CEC QUICK POLL: STAKEHOLDER ENGAGEMENT
Frequency of Newsroom Updates

Most companies’ newsrooms are refreshed every few days at best—lagging far behind the pace of news overall.

Approximately how often do you update your online newsroom? -------------------------------------------------------(% respondents)

36% 28%

16%

16%

3%

Every few months

Every few weeks

Every few days

Daily

Constantly (automatic feeds/updates)

n = 67

© 2010 Corporate Executive Board. All Rights Reserved.

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CEC QUICK POLL: STAKEHOLDER ENGAGEMENT
Communications Opportunity Framework

Top right box: Current strengths Bottom right: Opportunity to own (Communications is already good in these areas and can easily take on a greater role) Bottom left: Potential area for ownership (Communications has opportunity to increase its involvement but is not currently effective) Top left: Opportunity for improvement (Communications owns these activities but has low confidence in ability)

Relative Effectiveness and Ownership of Communications Activities -------------------------------------------------------(Rank order of effectiveness and ownership)

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Opportunity for Improvement

Current Strengths
Coaching corporate spokespeople Enabling employees to talk on company issues

Enabling leaders to talk online

Ownership

Sharing analysis of stakeholder interests (leadership team) Sharing analysis of stakeholder interestts (company)

5
Listening/analyzing stakeholder conversations Enabling employees to talk online Coaching product spokespeople

Supporting front line

Potential Area for Ownership in customer comms 0 0 5

Opportunity to own 10

n = 94

Effectiveness

© 2010 Corporate Executive Board. All Rights Reserved.

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CORPORATE EXECUTIVE BOARD www.executiveboard.com

For further information or questions, please contact Vanessa North: •northv@executiveboard.com •+44 (0) 207 632 6829 Follow us: • Blog: http://cecinsider.exbdblogs.com/ • Twitter: www.twitter.com/CEB_CEC

© 2010 Corporate Executive Board. All Rights Reserved.

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