Norwegian communications executives are more often members of companies’ executive boards than their colleagues elsewhere in Europe, according to European Communication Monitor 2011. At the same time, Norwegian communications executives are less concerned with return on communications investments than their European counterparts.
The survey demonstrates that communications professionals in Scandinavia in general have a clear role as strategic facilitators compared to the rest of Europe, where the role is more implementing in nature. In Norway the scope of responsibilities for top communicators is usually narrower than what is the case in Europe, where the head of communications often has a broad responsibility for the company’s internal and external relations.
”The survey confirms that Norwegian communications executives largely have a seat at the table where decisions are made. However, Norwegian communications executives face a significant challenge in documenting the effects of investments made in their field. Even communications professional must accept the call for return on investments, said Axxept’s Chairman, Per Arne Totland.
Across Europe the general trend is that the strategic influence of the communications profession is increasing significantly, with a tangible change even since last year’s survey.
Norway is among the European countries where the term PR has negative perception, in the public opinion as well as in the media. In our neighboring country Sweden, the attitude towards this term is far more positive. Members of the profession do according to the survey feel that “corporate communications” and “strategic communications” better express the content and performance of the profession.
European communications executives are in agreement that social responsibility and internal communications/ change management are the disciplines which will become significantly more important in the future. It is also assumed that social media and communications through Internet based media will become more important, making traditional media less significant.
European Communications Monitor 2011 is the most comprehensive international analysis of the communications profession. The survey included 43 European countries and is lead by a group of professors from well known universities. Axxept’s international partner Grayling is sponsoring the survey.
