The survey of 206 communications professionals at agencies, corporations and non-profits across six continents reveals that 43% say their organizations already have a formal global marketing function. Of those without one, more than half expect to have one in the next five years.
Francine Robbens, PRGN president, says "... even organizations that are not operating globally today said that they expect to have a global marketing communications function in the future... communications professionals see clear benefits in fostering global relationships..."
Half of the executives surveyed regularly develop relationships with marketing/communications professionals in other countries:
The industries from which corporate communicators were most likely to connect globally were:
Respondents who engaged in regular global contact said the benefits were:
The biggest barriers to global communication were culture and language, each cited by more than 40% of respondents.
Robbens concludes that "... this last finding underscores the value of communications networks... to partner with local agencies in international markets... to address differences... and communicate more effectively to specific audiences... "
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