It’s 2H21, and if you’re not already reviewing your budget and staffing for 2022, you soon will be. And you may already be navigating budget reviews — and potentially cuts — even as the demands on the communications team stay the same. To prepare, communications leaders need a clear view of which costs and resources to prioritize.
“Communications leaders must know how their function stacks up against that of peers and have a clear view of functional priorities, so they can get their budget proposals through and avoid cuts,” says Iliyana Hadjistoyanova, Director, Advisory, Gartner.
The top priorities — executive communications, employee communications and media relations — are quite consistent among organizations, regardless of type and size. But comms teams are responsible for a wide range of activities overall, often with limited budgets and staff. Corporate communications leaders who benchmark their budgets and staffing put themselves in a much better position to allocate spend and full-time employees (FTEs) across activities to maximize their team’s effectiveness.