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Study holds a mirror to our profession


One of the highlights of the recent IABC World Conference was the release of a major global study on the communications profession – the #11ways benchmarking report.


The study is based on the #11ways benchmarking database, which was developed by Michael Ambjorn (the newly elected IABC Global Vice Chair) and Stephen Welch (the Past-President of IABC UK). The database covers 81 organisations across 10 countries with approximately 390,000 employees.

According to Michael Ambjorn:

"We wanted to develop a database to explore the connections between communication practices and organisational performance. What are the common communication practices that have an impact on performance? And are there things that communicators can do which actually contribute to organisational underperformance?"

The study surfaced some uncomfortable findings for our profession. Most notably…

…only half of the surveyed communicators say all their work is aligned to corporate strategy and goals.

At the same time, the study provides some valuable insight into the steps we can take to expand our role and influence.

It does this by opening a window into the communications habits of high-performing organisations. For example, these organisations are:

  • Twice as likely to keep language simple and jargon-free.
  • 80% more likely to have a process for creating great corporate stories.
  • Twice as likely to make emotional connections to their audiences.
  • 60% more likely to think about communication from the audience perspective.

The report then goes on to provide the #11ways that communicators can take their performance to the next level.

We invite you to read the full summary report right here…

The global #11ways benchmark report holds a mirror to the communications profession from IABC Victoria Chapter


We should pass on a big vote of thanks to Michael and Stephen for pulling together this illuminating study. If you would like to discuss the results with them, please contact:


Michael Ambjorn



Stephen Welch        



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