Comms360: measuring communication

Comms360: measuring the communication needs of business

IABC Victoria, RMIT and Coral Communications have just completed a major 360° review of Australian communications. Now's your chance to hear the results.

As demands continue to grow, Communications functions are being forced to make tough decisions to determine the best allocation of their (often limited) resources.  We cannot take on every incoming request, so must instead concentrate on those activities most important to the organisation.

The ability to clearly understand the needs of business partners, our own functional capability and the readiness of the professional pipeline, is critical to sustainable success.

In June this year, IABC Victoria in partnership with the RMIT University and Coral communications launched Comms360 across Australia.  

The results are in: 
the views from more than 200 senior communications professionals, communications stakeholders and tertiary educators from across Australia.

The venue is set:  
The Green Brain 334 Swanston Street Melbourne 3000   

…and we’d like you to join us on 23 September for the grand unveiling of the findings.

Here’s a taste of what to expect:

What competencies are vital to succeeding in communications; according to those who live it and those who experience it?  How well are these competencies really being practiced and executed in our organisations?

“The reality is, we have people who can craft great messages but this as a business skill is, and forever will be, perpetually undervalued by leaders.”
Corporate Communications | Energy Sector

Is this myth or reality?  What competencies do businesses and stakeholders really value from their Communications peers?

“The frequent misallocation of Communications’ resources is often attributable to differing perceptions of what’s important, what’s valuable.  The path to aligning communications and business partner priorities is anything but easy.  In an industry first, Comms360 has provided a precise understanding of the relative importance placed on communications ‘activities’ and the points of divergence.”
Nick Barnes | Director | Coral Communications

The findings bring to the surface the critical areas where support is misaligned to the needs of stakeholders and where the needs of stakeholders are out of touch with what’s important in communications.  Comms360 creates the most comprehensive route map to aligning functional and business needs and an opportunity to close these potentially damaging gaps.

Is the pipeline of talent attuned to meeting the needs of today’s communications functions and what does the landscape of professional development look like?

“People leave here experts in digital and using social media but ask them to explain how it supports business goals and they have no idea.  The jobs are in digital for sure, but people businesses expect and need more than this.”
Course Leader | Australian University

Who’s more attuned to business and stakeholder needs - the current in-house players or the incoming entrants?  The competencies of industry professionals reflects largely our tertiary education experience and Comms360 exposes whether the world of academia is priming or misguiding the future of our industry?