Thinking about your communications strategy, which one of these, if any, consistently delivers the best return on investment?

2018-09-03

Corporate Communications and Digital/Social Media Engagement consistently deliver best ROI
Sample: c300 Corporate Communications Director based in the UK, 12-17th September 2018

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."

Rebecca Whitney, Managing Director Whitney Murray, observed, “What is intriguing about this pulse is that some Senior Comms Leaders still have faith in using traditional media to move the needle. We know from our previous pulse that Communications Directors are under constant pressure to prove themselves and perhaps one of the fastest ways to do this is to stick to the basics. There's something viscerally exciting about seeing your company or executive featured in a key national title. The buzz that gives never goes away and while Digital and Social Media Engagement and Corporate Communications both offer huge potential and reach, somehow, it just never feels quite the same as a hard earned piece of national coverage."
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