Communicators across the globe have more in common than what their diverse geographies might indicate, according to an IPREX report on the state of global communications and marketing. The report, compiled after taking responses from over 500 respondents, says half of them stated that a core current challenge – communicating across borders – will get easier in coming years and technology is seen as a key enabler.
Companies are embracing communications best practices, such as taking on market research, launching local awareness efforts and creating market-specific crisis plans. When expanding into a new country, Apac leads the way in adopting communications best practices, the report said.
At the top of the list of challenges was budget, and that often there are too few people to do the work. Language barriers also rose to the top globally. Regionally, a challenge that stood out was “stakeholder engagement” in Apac. This is perhaps why most participants cited Asia as the most challenging region, aside from their own.
The report also touched on the diversity, equity, inclusion and belonging efforts of companies, and cited that as a bright spot. In all, around 90 pc of respondents’ companies are undertaking diversity training, with the Americas and Apac leading the way with formal programmes.
“This report helps readers get into the minds of top communicators at global companies, many of whom are clients of our IPREX partner agencies,” said Ann-Marie O’Sullivan, IPREX Global President (of AM O’Sullivan PR, Ireland). “The level of candour they provide, including their outlook on the future of communications across borders offers unparalleled insight into the executive thought process. We foresee this report being a place corporate leaders can turn to again and again to understand the current state of communications around the globe.”
Xavier PRabhu, President – Apac & Member of the Global board, IPREX (and Founder of PRHUB), said, “The findings particularly on Apac are not a surprise at all as it is among the most diverse regions in the world with huge variation in operating environments, governance systems, business etiquette and cultural nuances. Agencies and communicators in Apac are more optimistic because the region houses some of the fastest growing economies in the world and overall the region is growing relatively higher than other regions.”
The full report is here.