Reports Capitol Communicator and WB&A Market Research Release 2012 Communications Industry Study

Posted by WBA Research    May 15, 2012   0 comments


Capitol Communicator and WB&A Market Research have released the findings of their survey of communications professionals in the DC and Baltimore markets. In early 2012, communications professionals in the Washington, DC and Baltimore regions participated in a brief on-line survey aimed at understanding their perspectives on the current economy and job market, as well as their optimism for the future.   This study will be used as a baseline for an annual survey that will allow results to be trended over time. The study was promoted with the support of leading groups in the region, including AMADC, AMA Baltimore, the DC Ad Club, IABC/DC Metro, SMEI Baltimore/Washington, Women in Film & Video, and Social Media Week DC.
The study showed that communications professionals are more likely to be satisfied with the way things are going than the general public (65% vs. 45%). About one-half of communications professionals feel that their organization is doing significantly or somewhat better than they were one year ago (50%) and/or doing significantly or somewhat better than the other organizations within their industry (47%). Additionally, about six in ten (59%) expect their organization to be doing significantly or somewhat better six months from now.
The survey also looked at staffing needs over the next quarter and year with hiring managers indicating that it is most challenging to find qualified talent at the middle management and entry-level positions. Notably, these are the same positions that they expect to have increased staffing needs over the next quarter/year.
An optimism index was calculated based on how respondents rated the current business climate in their industry and their expectations for their company six months from now.   Overall, about one-half of communications professionals (48%) are considered optimistic with the way things are going in their industry. Those with a position as a Director or above and/or those with hiring responsibility are slightly more optimistic (53% and 55%, respectively). This index will be trended annually to measure how the optimism within the industry changes over time.
At the Mid-Atlantic Marketing Summit on April 20, 2012, Steve Stern, Senior Vice President at WB&A Market Research, presented a summary of the findings during his moderation of the panel, “State of the Industry: Insights from Association Leadership.”   Makini Nyanteh, President-elect of the International Association of Business Communicators DC Metro, Samantha Villegas, President-elect of the Public Relations Society of America National Capital Chapter, Mike Gardner, President of American Marketing Association, DC Chapter and Sherri Anne Green, President of the DC Ad Club then shared their perspectives on the relative optimism in the industry.
The report is now available for download by CLICKING HERE. Watch for the link to next year’s survey in early January 2013.