The largest international communication survey in the world shows that UK businesses are lagging behind some of their key competitors when it comes to communicating with European neighbours. The Ketchum-sponsored survey finds that nearly a third of UK businesses fail to see communication with Euro’ markets as important and, therefore, only 46% report that their organization has solid structures in place for international communication
These findings come against a backdrop of widespread recognition that international communication is now more important than ever. In the survey 72.5 per cent of more than 2,700 communication professionals polled in 43 countries by a research group of professors from 11 renowned universities, said communicating internationally will become much more important within the next three years. In the UK, this view was shared by 70.2 per cent of communication professionals, but only 47.2% say they communicate internationally on a regular basis.
“With communications and a global perspective each being such a critical part of a successful business, it’s alarming to find that less than half of UK companies are in a regular dialogue with people beyond their borders,” explained Denise Kaufmann, partner and CEO of Ketchum London - and an employee of Ketchum, the global PR consultancy which has supported the study.
“Enlightened companies are putting in place the structures and capacity now, to take advantage of both fast growing global economies and the substantial market potential on the UK’s doorstep. Despite economic difficulties, the EU remains a vital market for the UK and typically, a first step towards broader international trading.” added Kaufmann.
Professor Ansgar Zerfass, lead researcher of the international research team, said: “Given the high degree of integration of European economies, companies without a proper international communications strategy are putting their business at risk.”
For more detailed results concerning the survey’s different subject areas please visit www.communicationmonitor.eu. A full PDF report (128 pp.) as well as a web video are available online where selected highlights will be explained. Results of previous years’ studies can be downloaded from this link as well.
 By annual GDP figures.
 See table in notes to editors.