In only 14% of organisations, the PR and communication department is going through a process of digital transformation.
This seems rather odd to me compared to 42% for the marketing and advertising department.
14% to 42% is a big gap.
I recently discovered one of the reasons for this.
I flew to Copenhagen early this month to attend an internal training for a rather large organisation where I was asked to be their keynote speaker and specifically present on digital communication and digital communication trends.
As it turns out, fear is one of the key reasons why the PR/communication department is behind when it comes to digital transformation.
Comms professionals fear technology. They fear the unknown. They fear experimentation and failure. They fear change.
But as I said in my presentation, fear only holds us back.
Digital transformation requires change. Yes, change can be scary and change can create resistance but change is good because change means progress.