NYSA TI Single-Page 3
PROFILE OF COMMUNICATORS Communicators become more
Abstract
Today's communicator is better educated, better paid and more actively involved in management and decision-making For example, nearly one in three communicators believes he or she has significant ~nfluence on the policy-making process Eight of 10 have direct access to the top person in the organization.
Fields
- Named Organization
- Chase Manhattan Bank (bank)
- H.J. Heinz Company
- Texas Medical Association
- University of Missouri
- H.J. Heinz Company
- Named Person
- Bailey, John N.
- Buck, Linda
- Cradle, William
- Degen, Clara
- Edward, Prince
- Feather, Roger
- Foltz, Roy
- Hopkins, J. Curtis
- Jackson, Peter C.
- Newsom, Douglas Ann
- Rutledge, James E.
- Sanders, Keith
- Stewart, Lynda J.
- West, Virginia
- Buck, Linda
- Date Loaded
- 18 Jul 2005
- Box
- 0162
Document Images
---

PROFILE OF
COMMUNICATORS
Communicators become more
involved in management, feel
more influential in policy-making
Today's communicator is better
educated, better paid and more
actively involved in management
and decision-making
For example, nearly one in three
communicators believes he or she
has significant ~nfluence on the
policy-making process Eight of 10
have direct access to the top
person in the organization.
Fudhermore, the number of vice
presidents has increased more than
30 percent over 1979 and has gone
up more than 70 percent over 1972
While the actual numbers are
small, they indicate the direction the
profession is moving.
Age (median -- 32 years)
Under 30 years ............ 36.7%
30-39 years ............... 37.8%
40-~19 years ............... 15.4%
50-59 years ............... 8 3%
Over 60 years ............. 1.8%
Experience
(median -- 5 years)
0-2 years ................. 21 2%
3-4 years ................. 21 4%
5-6 years ................. 15.7%
7-10 years ................ 1~,3%
11 or more ............... 23.4%
Salary distribution, 1981
$10,000 - $! 2,499 ......... 4.2%
$12,500-$14.999 ......... 54%
$15,000-$17,499 ......... 160%
$17,500-$19,999 ......... 11.9%
$20,000 - $29,999 ......... 38.2%
$30.000 - $39,999 ......... 14.0%
$40.000 - $49.999 ......... 6 0%
$50,000 or more .......... 4.3%
Salary distribution, 1972
Under $10,000 ........... 30 3%
$10,000 - $14,999 ......... 45 6%
$15.000 -$19,999 ......... 18 0%
$20.000 - $24.999 ......... 4 5%
$25,000 - $29.000 .......... 6%
$30.000 or more .......... 9%
These are among the findings of
"Prolile/81 ," IABC's comprehensive
study of the organizational
communication profession.
The survey found that the typical
communicator was about 32,
female, with a college degree in
journalism and a specialty in news-
editorial.
The communicator has been with
the same employer approximately
four years and has held the currenl
position about three years. The
communicator has been in the
profession for about five years.
Highlights ol the "Prot'ile/81 "'
survey:
I~ Salaries for communicators
have increased 21.5 percent over
1979, from $20,476 to $24,876.
Men's salaries went up 23.1 1
percent, from $24,367 to $30,000:
women's increased 22.39 percent.
from $17,076 to $20,900. The US
consumer price index for the same
two-year period increased 27.4
percent.
~1 Communicators in the UK earn
nearly $3,000 a year more than
their US counterparts; Canadians
earn about $3,000 less.
~1 Nearly half of the respondents
work for a corporation (48.5
percent); 11 percent work for an
association or other nonprofit
organization. The balance of the
respondents work for hospital and
medical institutions (7.8 percent);
financial institutions (7.3 percent);
government (5.9 percent);
educational institutions (4.7
percent); public relations or
communication counseling firms
(3.7 percent).
About 1 percent are split between
state-owned corporations (UK) and
labor unions; another 1 percent are
sell-employed.
TI0376OO38

• Communication programs
conducted by the respondents reach
an av.erage of 80.000 people externally
and 2,500 internally.
• Communication budgets
increased an average of nearly 50
percent between 1979 and 1981:
internal communication budgets
went up just under 51 percent;
external budgets, about 55 percent.
Communication budgets are
averaging almost $250,000: internal
budgets average more than
$100,000, while external budgets
are in the $350,000 range
• The communicator was most
likely to have come to his or her job
from school (26.5 percent) or from
a newspaper (17.4 percent).
• Nine out of 10 communicators
were graduated from college. Nearly
one in five has done some post-
graduate work and 19 percent have
earned a master's degree
Age and Salary
$19.300
$18 400
Age Up to 29 30-39
United Kingdom communicators earn, on average,
slightly more than their US counterparts; Canadians
average slightly less
$30.7C0
.~:~.~ ,,~. $30.000
$25.788
~CON $30.730:
$23 700
C~092h $20.900
$19,488
~CDN $232CO,
Women Women Women
OVERALL $27.442 £t26-~6, $24,876 $21.168
CON S252C, C=
Un=ted K~ngdom Unde0 States Canada
• The majority of communicators
work in a three-person depadment
headed by a director (35.2 percent)
or vice president (23 4 percent).
• Better than one in two
respondents (54 percent) spends at
least 50 percent of his or her time
on management duties.
The single largest block of
management time (20 percent) is
spent-exchanging information and
coordinating with persons outside
the department.
The remainder of the hme is
spent on planning, supervising and
staffing the department: collecting
and preparing information for reports
and records; evaluating performance:
negotiatin~ for goods and serwces,
and represenhng the organization
with individuals or external groups.
S53.0oo"
S35,600 $35,800
S23.300
Women
40-49
50-59 Over 60
$23 ~ 00"
"Small sample
Overall $18.900 $26.200 $30.500
$31.900 $39.400"
One in three communicators majored
in journalism
Major % Men Women
Journahsm ............... 33.6% 31,5% 31 5%
Enghsh/speech ........... 195% 17,9% 204%
Comrnumcabon/pr ........ 122% 107°'0 135%
Business/economics ...... 9 7% 12 6% 7 5%
Soc=al science ............ 8 4% 10 7% 7 0%
Other .................... 16.7% 3 6% 6 2%
Department In which communicator works
1981
Public relabons ........... 25 0%
Communication ...........17.2%
Pubhc al!a~rs ............. 9 3%
Personnel/
Human resources ....... 9.1%
Marketing / Advertising ..... 7 8%
Internal commun~cahon .... 6 6%
Pubhc intormahon ......... 4.3%
AdmmJstrabon ............4 1%
Video/AV ................4%
Other .................... 12 5%
1979 1972
25.3% 45 2%
20 0% 11 3%
6 9% n.'a
6 7% ! 3 5%
7.1% n/a
2 2% 5 5%
5 4% n."a
1 4% 1 4%"
n/a
81% 156%
T103760039

Methodology
"Profile~81" was mailed in early 1981 to 1,500
-randomly selected IABC members in the United
States, Canada and to members at large as well as
to all members in the United Kingdom.
..... Fi[~,percent of those polled responded to the
survey; of:these, 85 percent were from the United
. States; .1,~..!p~r.cent from. Canada; nearly 2 percent
from the LIr{tt~:i Ki.ngdom, and 2 percent from other
:. ,Baker, ~lii~10t~Depeilment of Medical Education
..; and S¢le~icii~airs; Texas Medical Association,
~"-:~r~ tAB~ ;~:.~i:~=::~oor"dinated the survey and
~".~ ~.~nalysi~tj~i.~ns.' ~/ere pretested by members of
the Va .r~.0dv~r.l~land, New York, Fort Wayne, San
A0toniq. and. IABC/NC Piedmont chapters.
--~Statistical compilation and analysis were
• directed.by Dr. Keith Sanders, Graduate Studies
:center,Schoo~ of Journalism, University of Missouri,
Columbia. '
AcknoWledgements
IABC acknowledges the assistance of the
"lSrofile/81" advisory committee: John Aspery, ABC,
manager of public relations, H. J. Heinz Company,
Ltd. (UK); Linda Buck, director of membership,
Texas Medical Association; William Cradle, second
vice president, Chase Manhattan Bank;, Roger Feather,
ABC, Feather Communications Services; Roy Foltz,
ABC/APR. vice president, Towers. Perrin, Forster
& Crosby, Inc.
Peter C. Jackson, ABC, group communication
manager, Cadbu~Schweppes, Ltd. (UK); Myra
Kruger, manager, employee infdrm&tion, 3M
Company; George V. t~i'nberti.:.ABC~manager,
employee/commr~ni~yaffairs,.~'Caii~dian .Cellulose
Company, Ltd,; ~l~r~n Leal~. r,'P'ublications
manager, Industrial Inder~ni.ty.i3~;;,~K~th~tine Meek,
compensation specl~|i~ T6~".rs:iP~rrir~ F~rster &
Crosby, Inc. . , ~.:~i:.i .-i~:.. : .: . .
Dr. Douglas Ann Newsom,...c~.airman, Depart-
ment of Journalism, Texas Chdst. ieq.,U .r~y..ersity;
James E. Rutledge, ABC/APR,om~r~ger of.
communications, Converse WardD.~v{s Dixon; Paul
Sanchez, APR, director of communicetiofts, Hay
Associates; Lynda J. Stewart, ABC," director of
communications, Cox Broadcasting Corp.; Lane M.
Talburt, APR, distdct staff man~ger, public relations,
Soulhwestem Bell.
Note
All salary conversions in "Profile/81" are based
on the exchange rate for April 14, 1981: CDN $1 =
$0.84; £ = $2.17.
Since not all respondents answered all questions,
adjustments have been made in the compilations
causing differences in some of the statistical data•
EDUCATION
More communicators earn
master's degrees; pursue
diversified curriculum
while in school
While one out of three
"Profile/81" respondents holds a
journalism degree, this is a decline
from the nearly 40 percent who
were journalism graduates when
"Profile/79" was conducted.
Master's degree holders have
increased about 7 percent since 1979
to 19 percent of the total respondents in
1981.
More than 26 percent of the men
respondents earned master's
degrees. Women took post-
graduate courses but were not as
likely to have completed work for a
master's degree. Men were also
more likely to have earned a
doctoral degree.
Business and economics were
studied by nearly 10 percent of the
communicators, compared to 6.3
percent in 1979. Men were more
likely than women to have followed
a business program in college (12.6
percent to 7.5 percent).
English and speech programs
continued to be second most
popular curriculum areas with
communicators -- the choice of
19.5 percent of the respondents.
Communication and public relations
drew another 12.2 percent, and
social science areas 8.4 percent.
News-editorial
programs favored
Of those respondents with a
journalism undergraduate major,
T103760040

more than 43 percent were in a
news-editorial sequence. The
balance were in public relations (16
percent); mass communications
(nearly 10 percent); publishing (just
over 8 percent): broadcasting {7.5
percent); advertising (more than 6
percent); magazines and photo-
journalism (about 3 percent each).
Women were more likely to take
a major in news-editorial, public
relations, advertising, magazines
and mass communications. Men
were more prevalent in broad-
casting, publishing and photo-
journalism.
Highest average salary was
earned by both men and women
who had economics as an under-
graduate major. However, men
averaged $23,300 more than
women: $52,000 compared to
$281700.
Women public relations majors
earned slightly more than their
male counterparts ($20,200 to
$20,100). In only one other under-
graduate category (psychology)
were salaries comparable. In all
other subject areas, men communi-
cators are earning $4,000 Io
$14,000 more than women.
Part of this difference in current
More than one-fourth of
communicators enter
field from college
Prior occupation:
Student .................. 26.5%
Newspapers .............. 17.4%
Secretarial/clerical ........ 6.8%
Teaching ................ 6.2%
Radio/TV ................ 5.0%
Advertising ............... 4.4%
Marketing/Sales promotion 4.4%
Personnel ................ 4.0%
Magazines
(consumer/trade) ....... 3.7%
Military .................. 1.3%
Other .................... 20.4%
salary levels may be accounted for
by the higher percentage of men
holding masters and doctoral
degrees.
Many aimed for allied
fields while in school.
Communicators whose col(ege
career choice was not organiza-
tional communication, opted for a
wide range of specialties.
The majority (nearly 60 percent)
were ~n allied helds: newspapers,
advertising, public relations,
magazines, journalism, broadcast
news and production and freelance
writing.
The remainder had aimed for
teaching (17 percent) and, to a far
lesser degree, business and
management, the clergy, marketing,
fine arts, sales, law, forestry,
personnel, bookstore manager, the
foreign service, secrelariat,
accounting, health care adminis-
tration, management consulting,
engineering, agriculture, textile
design, government and composing.
Nearly 6 percent had been
undecided on a career choice
before being graduated.
Education level of communicalors
High school ..................
Some college/university .......
College degree/cedificate ......
"Some post-grad ...............
Master's (;~jee ...............
Doctoral degree ...............
A/O level, matric (UK) .........
Other ........................
Oral'all ~
li~1 Ikn Woml~ ll't~
1.2% 1.8% .8% 2.6%
10.6% 10.3% 10.8% 14.2%
46.9% 39,3% 51.9% 64.5%
19.8% 18.0% 20.9% n/a
19.0% 26.1% 14.4% 17.8%
.7% 1.5% .3% .9%
.7% 1.5% .3% n/a
1.0% 1.5% .8% n/a
Majodty of Journalism majors still specialize
in news-editorial
O~trall tl~
News-editorial .............. 43.2% 41.1 %
Public relations ............. 16.1% 14.5%
Mass communication ......... 9.9% 8.9%
Publishing ................. 8.1% 8,9%
Broadcasting ............... 7.5% 12,9%
Advertising ................ 6.2% 5.6%
Magazines ................. 3.1% 1.6%
Photojournalism ............ 2.8% 4.0%
Other ..................... 3,1% 2.4%
Wo,rn~fl
44.1%
17.4%
I0.8%
7.7%
3.6%
6.7%
4.1%
2.1%
3.6%
Salary by education
Overall Men Wom~n
High school $30,400 $28,500" $23,700"
Some college $25,900 $34,200 $20,000
College degree $22,400 $26.200 $19,900
Some post-grad work $24,600 $30,400 $21,100
Master's degree $29.600 $33,600 $24200"
Oocloral degree $36,800 $41,700 $17,500"
A/O level, matric (UK) $25,700 $26,300*
"Small sample sizel
Ti03760041

PROFILE OF
ORGANIZATIONS
Better titles, more diversified
duties lead to greater
advancement potential
Corporate life conhnues to draw
the largest percent of communi-
cators, About 48.5 percent of the
1981 respondents were with
corporations, about equally divided
between privately held and publicly
held companies.
The next largest group (at 11
percent) were with associations or
nonprofit organizations, followed by
hospital or medical institutions
(nearly 8 percent) and financial
institutions (at just over 7 percent).
Communicators in public
relations departments remained
steady at 25 percent; about the
same percent are in communication
or internal communication depart-
ments.
Nearly 60 percent of the respon-
dents described their primary
function as manager or communi-
cator; about 32 percent said writer
or editor described their job.
An increasing number of
communication departments are
being headed by vice presidents,
up more than 5 percent over 1979.
Nearly 4 percent of these depart-
ments are headed by a president,
executive director or CEO More
than a third have a director or
manager at the top.
The number of departments
headed by editors remained about
the same as two years ago.
One in five vice presidents works
for a private corporation and
Years with Organization
(median -- 3 years)
0-2 ..................... 41.9%
3-4 ..................... 20.3%
5-6 ..................... 10.4%
7-10 .................... 124%
11 plus .................. t 5.0%
another 26 percent work for a
public relations or counseling firm.
Better than one in three writers
holds a position with a public
corporation; however, more than 36
percent of the editorial assistants
are with nonprofit organizations.
Nearly half of the directors work
for a nonprofit organization or for a
medical/hospital institution,
Two-thirds of the managers are
evenly divided in communication
departments of public and private
corporations.
Programs meeting objectives
More than half of the communi-
cators said their organization had
written objectives for the communi-
cation program, Of these, nine of 10
said that the communications
objeclives support overall objectives
of the organization.
Nearly 80 percenl said that the
Type of organization
1961 1979
Corporation ........ 48.5%" 55.3%
Association or
nonprofit ......... 11.0% 7.1%
Hospital/medical
institution ....... 7.8% 5,7%
Financial
institution ........7.3% 8.8%
Government ....... 5.9% 4.9%
Educational
inshtution ........4.7% 4 0%
Public relations/
Communication
counsehng firm ... 3.7% n/a
Self-employed ...... 1.3% 1 1%
State-owned
corp. (UK) ........ 4% n/a
Labor union ......... 3% n/a
Other .............. 9.1% 13.0%
"Pub~ 23 b~o. private 24 9%
T103760042

communication program met the
objectives always or often, and that
obiectives were periodically
reviewed and measured against
performance.
Nearly half of the internal and
external communication programs
are more than seven years old, with
a higher percent of external
communication programs more than
1 0 years old: 41.5 percent to 37.5
percent.
Just over 7 percent of 1he internal
programs were starled during the
past year, and 9.5 percent of the
external programs are that new.
Employees, management
are key audiences
Better than seven in 10
communicators said Ihat employees
were the primary audience for their
communication programs Another
11 percent considered them a
secondary audience.
More than half said that manage-
ment and administrators were
primary audiences for their
communication programs One out
of three respondenls addressed
primary communication effods at
community residents and nearly a
third sought to influence opinion .
leaders.
Opinion and attitude surveys
were the most frequently cited
feedback procedures, used by 41.5
percent of the survey respondents.
These were followed closely (39.4
percent) by readership surveys and
meetings (34,4 percent).
One in three communicators uses
personal interviews for feedback
purposes and one in four conducts
marketing research.
More support from top,
increase in media use
noted by communicators
Communication programs have
changed during the past two years
-- for the most part, the changes
have meant higher budgets, more
support from the top, a larger role
Percentage o! communicators and average salaries
by product or service of organization
Aerospace ................... 2 4%
Agriculture ................... I 2%
Automotwe ................... 1.6%
Chemical ..................... 1.9%
Computer technology .......... 3.0%
Education .................... 6.1%
Engineenng ~construchon ...... 2.5%
Finance/banking .............. 6 1%
Food/beverage ............... 2.8%
Forest producls' paper ......... 1.6%
Graphic arts / pnnhng .......... 1.8%
Ir~surance .................... 5.9%
Manulaclur,ng ................ 91%
Medical,' hosD~[al .............. 9 7%
Metals.,' mm~ng ................ 1.8%
Petroleum .................... 4.2%
Pharmaceutical ............... 2.9%
Pubhc relahons ............... 2 1%
Pubhshmg .................... 1 3%
Retml sales ................... 2.7%
Transportation ................ 1.3%
Utd~ty commumcabon ......... 3.3%
Ubhty water power/gas ....... 5.3%
Other ........................ 21.4%
19B1 1979
$32,000 1.3% $22,000
$24,300 n/a n/a
$26,300 1 7% $23,438
$22,700 2 4% $22,633
$26,800 n/a n/a
$19,500 4 9% $16,875
$24,900 2 5% $18,795
$19,600 7 8% $16.222
$23,900 41% $19.112
$31.300 n/a n/a
$27,300 8% $22,500
$24,300 8.1% $16.300
$24,800 13 8% 519.219
$22,400 6 7% 518.221
$30,500 2 1% 522.321
$26,700 3 5% $22.891
$27,100 1.3% 52t.364
$28,200 1 5% 521.989
$25.000 1 5% $t6 641
$24,000 2 53/0 St 5 865
$32,100 2 1% St 8.750
$29.1 O0 4 8% $22932
$25.900 6 2% 522 000
$25,300 n/a n "a
Most organizational communication programs
are candid and honest
Always .......... 24 8% IBBBmmmBB==
Usually .......... 52.9% ==mmm~mmBB~II~BBBB
Occasionally ..... 18 3% BB~B~
Never ........... 3 6% D
Employees key audience
for most communication
programs:
Employees ............... 70.3%
Management/
admmislrators .......... 52.0%
Customers ............... 34.5%
Communily residents ...... 33.1%
Opinion leaders ........... 28.7%
Shareholders/financial
analysts ............... 23.1%
Retirees ................. 21.7%
Members/volunleers ...... 21.0%
Educators/students ....... 15 2%
Dealers/agents ........... 13.9%
Donors .................. 12.5%
Patients .................. 10. 7%
Alumnz ................... 6.1%
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T103760043

for the communicator and greater
use of print and audio-visual media.
Responses were:
Increase in print media ........ 61.4%
Budget increase .............. 54.5%
Increase in audio-visual media , 48.6%
More support from top ......... 43.9%
Increase in staff .............. 42.5%
More significant role in
the organization ............ 41,4%
Department reorganization ..... 38.7%
Increased technology ......... 33.9%
Greater centralization .......... 25.2%
On the negative side, inflation
and the economy seemed to affect
a number of communication depart-
ments. About 11 percent said they
were now receiving less support
from top management; just over 9
percent said they had a less
significant role in the organization,
and 11 percent had a budget cut.
About 9 percent decreased their
use of print media and 6.5 percent
decreased use of audio-visual
media.
Nearly 14 percent faced greater
decentralization in their department
and 15.6 percent lost staff.
Just over 14 percent said there
was ~ major shift in company policy
and about 6.3 percent said there
were no changes in the communi-
cation program during the past two
years.
Future bright
Prospects for the future are bright
with nearly half of the respondents
foreseeing a more significant role in
the orgamzation, some 53 percent
predicting larger communication
budgets and more than 43 percent
indicating more support from top
management.
In addition, better than half see
greater use of audio-visual media
and nearly 46 percent an increase
in print media.
About 11 percent said their
communication programs would be
essentially the same in two years
as they are now
A small group saw some
shrinkage ~n staff (7.2 percent) in
budget (6.9 percent)in use of print
(8.2 percent) and audio-visual
media (5 percent).
About 6 percent saw their own
role in the organization declining
and nearly the same number said
they would be getting less support
from top management.
Nearly one in three said the
department was likely to be
reorganized and 11 percent foresaw
greater decentralization.
Major issues for future
Economic issues, employee
morale and productiwty are the
major concerns that communicators
will be facing ~n the near future.
Nearly two in three communi-
cators said that maintaining
employee morale and motivation
would be the key issue for their
communication efforts in the next
two years. More than a third c~ted
inflation and recession as the major
issues they would be addressing
over the same period.
Issues of prime importance
identified by communicators:
Employee morale/moI~vation .,. 60.6%
Procluclivity .................. 42.7%
Inflation/recession ............ 39.2%
Government regulation ........ 38.2%
Energy s~tuation .............. 36.6%
Cost containment ............. 36.2%
Technological advances ....... 33 7%
Economic competition ......... 32.0%
Consumerism ................ 30.3%
Social responsibildy ........... 25.5%
Equal opporlunity /
affirmative action ............. 24.1%
Occupalional safety/health .... 23 5%
Professionalism ............... 22.5%
Labor relabons ............... 22 0%
Changing socio-polihcal altitudes
of lhe population .............. 21.7%
Environmentalism ............. 19.7%
Changing demographic composition
of the population .............. 18.6%
Mental health/alcoholism/drugs 16.6%
Ethics and accountability ...... 1 5 9%
Corporate mergers ............ 14.6%
Internahonal relations .......... 14.5%
Titles of men and women in
organizational communication field
% %
%
President/Executive
director/CEO ............ 1.7
Vice president .............. 2.9
Director/Manager ........... 33.6
Supervisor ................. 2.1
Officer ..................... 1.8
Consultant ................. 3.5
Coordinator ................ 8.8
Specialist .................. 6 8
Editor ...................... 23.6
Assistant ................... 1 7
Writer ...................... 4.0
Other ...................... 9.4
Men Women
31 .8
5.0 1.5
43.1 27 4
7.2 2 3
2.0 2.0
28 28
5.4 11 2
5.0 8 1
18.8 27O
.8 2 3
2.7 48
Average salary compared with titles
TIIle Overall
President/Executive
director/CEO ...... $41,600
Vice president ....... $37,200
Director ............. $26,900
Manager ............ $29,700
Supervisor ........... $26,000
Officer .............. $20,600
Coordinator .......... $22,400
Specialist ............ $20,100
Editor ............... $21,700
Editorial assistant .... $15,600
Wrder ............... $26,400
Consultant .......... $30,200
Other ............... $19.600
Men Women
$46,900 $29,300°
$43,500 $22,300
$32,000 $22,200
$33,400 $25,700
$31,600 $22,800
$24,900 $18.500
$26,700 $20.400
$21,900 $18,800
$25,000 $19,500
$20.200 $14,600
$30.700 $22,000
$37.800 $20.100
$23,400 $18,200
"Small sample
TI03760044

Geographic scope of
communication programs:
International .............. 27.9%
National ................. 18.3%
Regional ................. 14.5%
Local .................... t 4.4%
State/Province ........... 12.6%
US and Canada .......... 9.1%
County (UK) ............. 1.3%
Other .................... "1.9%
More use o! audio-visuals,
larger budgets and staffs
envisioned for the future:
Budget ~ncrease .......... 53 1%
Increase in
audio-visual med~a ...... 51 _5%
Increase in staff .......... 48.9%
More significant role
in organization .......... 48.2%
Increase in pnnt media .... 45.8%
More support from top
management ........... 43.4%
Increased technology ..... 36.3%
Majority feel that top
person in organization
plays key role in overall
communication climate:
Significantly .............. 59,3%
Quile a bit ............... 26.1%
A little ................... 10.0%
Very little ................. 3.9%
Not at all .................. 7%
Communicators use a
wide range of programs
for feedback:
Opinion/attitude surveys.., 41 5%
Readership surveys ....... 39.4%
Meetings ................. 34.4%
Personal mlerviews ....... 32.4%
Market~ng research ....... 21.7%
Suggestion plans ......... 16.4%
Question and answer
columns ............... 14 9%
Speak up programs ....... 11,9%
Telephone call-ins ........ 7,9%
Briefing groups (UK) ...... 6.1%
How communicators view policy-making Influence
compared to salary
% O~erall Men Women
Extremely inlluential .............. 7 2% $39,500 $21.800
Very influential ................... 20.3% $34,700 $23.100
Marginally influential .............. 4?9% $28.000 $21,100
Not influential .................... 24 2% $24,200 $18.700
Communication departments noted Increased staff,
budget, use of media in past two years:
Increase in print media ......... 61.4%
Budget increase ................ 54.5%
Increase in audio-visual media... 48.6%
More support from top
management ................ 43.9%
Increase in staff ................ 42.5%
More significant role
in organizalion ............... 41.4%
Reorganization of department .... 38.7%
Increased technology ........... 33.9%
~i~nluun~
uluunmn
~u~u
NHNN
nnmml
~mml
Majority of communicators find strong support for
communication within organization:
Very supportive ................ 30.6% ...... _ ....
Generally support=ve ............ 36.1%
Mild~ysuppertive ............... 27.8% ~_- " --
Nor,supportive ................. 5.3%
Oon't know .................... .3% i
T103760045

II
SALARIES
Northeast US communicators
highest paid; US District 7
men, women closest in salary
Salaries paid to US communica-
tors now top those paid to their
Canadian counterparts, although
there are significant differences
among IABC districts and between
men and women.
Northeastern US communicators
in IABC District 1 have the highest
average salary, $27,100, followed
by US Distract 4. $24,800; US
District 3. $24,100; US Districts 2
and 6. at $100 apart -- $23,700 to
$23,600; US District 7, $21,700 and
Canada District 1, $21,1 68 (CDN
$25.200).
Male/female salaries are closest
in US District 7 -- a difference of
$3.800 -- and greatest in US District 4.
nearly $15,000.
Men in US District 1 average
$11,200 more than their female
colleagues; differences in other
districts are: US 2. $10.600: US 3.
to
Canada
Diatdd 1
Alberla,
Br~sh Colum-
bia,
Mandoba. New
Brunswick.
Newfound-
lend.
Norlhwest T~rr~-
tortes.
Nova Scotia.
Ontario.
Prince Edward
Island.
Quebec, Sas-
katchewan.
Yukon
US
Dlafficl 1
Conr~cticul. Marne,
Massachusetls. New
Harnpsh=re. New
Jersey.
New York.
Pennsylvania (eastern).
Rhode
Island. Verrnonl
US
gl|trlct 2,
Alabama.
A~ken~as,
Florida.
Georgia. Ken-
tucky.
Louisiana. Mis-
sissippi.
Nortr~ Carolina.
Puerto
R~co, South
Carolina.
Tennessee
US
District 3
Delaware.
D,strict ot
Columbia.
MaP/lend,
Pennsylvania (western).
Virginia.
West Virginia
US
Dlelrl¢!
Ilhnois.
Iowa. MJnne.
sole.
Missouri (eastern).
Average Men Women Nebraska. NOrlh
Dako-
la, South
Dakota.
Canada #1 $21,168 $25,788 $19,488 wisconsin
(CDN $25200) (CDN$30.700) (CON $23.200) US District
Arizona.
Co~o~ado,
US ~tl $27,100 $33,900 $22,700 Kansas,
M,ssouri
US #2 $23,700 $29,100 $16,500 (western).
New Mexico.
Oklahoma,
Texas
US #3 $24,100 $30,300 $19,600 US Dlatrl¢! 6
Alaska.
California.
US ~4 $24,800 $33,600 $18,900 Hawaii. )dated.
Mort-
US t~5 $22,800 $26,000 $20,300 lane. Nevada,
Oregon.
U~=~%
Washingto~
US ~6 $23,600 $26,300 $21.500
US
OlaL,'lcl 7
US ~'7 $21,700 $'24,200 $20,400
T103760046
