A comprehensive look at likely changes in communications

We asked communicators in the 2021 Communications Benchmark Report what changes they anticipate will occur over the next three-to-five years. Turns out they were spot on, at least so far.

By Tony Silber      

Sometimes it’s valuable to review priorities lists after they’re produced, to see how they stood the test of time, and whether predictions were borne out. In that spirit we took a look at the changes communicators anticipated for the year in Ragan’s 2021 Communications Benchmark Report.

The report, based on a survey in January and February, details how communicators anticipated their work is likely to change over the next three-to-five years.

It turns out that their outlook was spot on, at least so far. And there’s a lot to be learned from what they expect to change and what they don’t, as measured by their responses.

These are some of the fascinating and essential findings in the 2021 Communications Benchmark Report. DE&I and remote communications top the list. Brand journalism and advocacy are in the middle. Importantly, a significant number of respondents, 26% view the burgeoning field of workplace wellness as a major change for the communications discipline in the years ahead.

EXECUTIVE SUMMARY: Communications Benchmark Report 2021]

These compelling findings are just a small fraction of the key findings from the third annual Communications Benchmark Report, an exclusive study from Ragan’s Communications Leadership Council, that reveals a range of sentiments and best-laid plans during a very dynamic time.

Download a copy of Ragan’s third annual Communications Benchmark Report executive summary here. To obtain a full copy of Ragan’s 2021 Communications Benchmark Report become a member of the Communications Leadership Council. Click here for more details.