An international survey by the Global Alliance (www.globalalliancepr.org) reveals that communicators believe international collaboration is critical to their success. Other findings include the need to lead trends in a new media landscape; challenge of macroeconomic environment; demonstrate the value of communications to chief executives and managers; create opportunities for practitioners, such as using social/digital media to reach audiences more effectively, and provide practitioners with a bigger functional role within their organisations.
The survey identified the biggest threats to the profession as failing to stay current; insufficient adherence to professional standards, and challenges to communications reputation and relevance.