USC Annenberg: Global Communication Report 2024

The annual Global Communication Report aims to provide insights into the development of the global communication industry by analyzing emerging trends. This year’s report “The Balancing Act” summarizes the results of the survey conducted among executives, PR professionals, investors, employees of large companies and consumers in February 2024. He examines the extent to which companies are increasingly expected to address social issues beyond their immediate business interests and discusses the growing influence of stakeholder expectations in the midst of a highly polarized political climate.

In order to maintain a balance between stakeholder requirements and current political events, the report outlines three steps: The first step is to assess stakeholder expectations. For example, the percentage of managers, PR professionals and employees who believe that companies have a responsibility to address social issues has fallen significantly since last year. Only the percentage of investors increased: this year, 96% said that companies have this responsibility. The second step in the balancing act is to understand the issues that are important to the stakeholders. While in the third step, you should be able to speak the language of the stakeholders fluently in order to know what they think. If you would like to find out more, you can download the full report free of charge.

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