Whitney Murray, a leading Recruitment and Executive Coaching firm, ran its latest Insight Pulse asking Communications Directors to name the part of their communications mix that consistently delivers the best return. First place was shared by Digital/Social Media Engagement and Corporate Communications (14%), closely followed by Traditional media which earned 11% of the vote.
As one respondent said, "I see that my C-suite executives react to traditional earned media pitches that land well.There is still no replacement for it because it's about influence and credibility."
Although 36% claimed that a combination of these communications activities delivers the best ROI including Content & Creative, Research & Analytics, what stood out was the lack of faith in Investor Relations which polled no votes. Digital and Social Media Engagement earned some commentary, "It is the fastest and most efficient way to reach both internal and external audiences. It also helps to create a dialogue that cannot be easily reproduced via the other corporate communications options."