How much do you know about your competitor’s media plans? According to a new study by Fleishman-Hillard, and Fuld & Company, you don’t know enough.
By having a stake in corporate intelligence
gathering both companies can be expected to be cheerleaders for the cause. But their report is notable for the high level of value that companies place on competitive information. The poll found that
most corporate communicators (75%) "strongly agree" that an understanding of business strategy is a requirement for their position, in addition to expertise in communications. Seventy percent believes
access to competitive intelligence would have increased the effectiveness of their previous communications campaigns.
Problem areas mentioned include: assessing a competitor's strategic goals (40%);
analyzing market factors that influence a company's pricing strategy (19%) and predicting how rivals may react to an intended public announcement (17%).