PR departments lead for social integration
Businesses are increasingly relying on new social tools in order to drive greater performance throughout an organisation. For those with responsibility for public relations and communications, these systems are likely to be familiar already, with the sector ranking among the most common areas for social tools to be incorporated. This finding comes from a recent…
Businesses are increasingly relying on new social tools in order to drive greater performance throughout an organisation. For those with responsibility for public relations and communications, these systems are likely to be familiar already, with the sector ranking among the most common areas for social tools to be incorporated.
This finding comes from a recent study by McKinsey & Company into the way organisations are using different collaboration tools. The business function which has seen the greatest use of these social tools was public relations, with 57 per cent reporting integrating these systems into their communications efforts.
Other high-ranking areas included customer relations management and executive marketing activities. Both of these measures have seen 57 per cent of respondents incorporating new systems to better manage their responsibilities.
While communications is clearly an area where organisations are successfully implementing social tools, other areas have been far less effective to date. For supply chain management, only 14 per cent have incorporated these processes into their performance.
Part of the reason for the widespread incorporation of social tools into the communications and public affairs space is because these business processes have seen the greatest impact from new communication methods.
According to the study, 67 per cent of best-practice social companies identified PR as an area where new communication channels have the highest impact. Across all companies that took part in the study, this figure stood at a slightly lower 47 per cent.
For PR and communications professionals, this shift underscores how important new channels have become in the industry. With these departments standing out as early adopters of social technology, companies and individuals will need to stay on top of these developments to ensure their corporate affairs efforts continue to operate effectively.
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