International collaboration key to success

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.