#Japan #Tokyo #Dentsu PR Consulting #Technical Communication #Engineers Survey

Insights from Dentsu PR's Survey on Technical Communication

Introduction

Dentsu PR Consulting has recently conducted an extensive survey involving 500 engineers to understand their perceptions regarding technical communication (PR) strategies. This survey sheds light on how effective communication of technical information influences business prospects, contracts, and sales.

Key Findings

Increased Proactive Communication in Listed Companies

Almost 40% of engineers from listed companies reported that they have become more proactive in their information dissemination efforts compared to previous years. Out of these respondents, around 70% felt that this proactive approach has contributed to increased contracts and sales.

In terms of data, 45.6% of engineers from the Tokyo Stock Exchange (TSE) Prime-listed companies felt they have been more active in communicating their technical information. This is significantly higher (over 20 points) when compared to the 22.7% from non-listed entities who expressed a similar sentiment. Furthermore, the relationship between proactive communication and its positive impact on business metrics is compelling: 67% of those who felt more active in communication claimed it led to business growth, while only 28.6% of those who were less active reported growth.

The Gap in Effective Communication

Interestingly, about 70% of engineers believe they possess substantial research and technical capabilities, yet struggle to effectively communicate this information. Many see this as a missed opportunity, with 70.2% expressing that their firms fail to capitalize on their strengths due to poor communication strategies. This reveals a clear demand for stronger collaboration between research and development (R&D) departments and PR teams. Approximately 70% of engineers showed an increased interest in contributing to technical communications, suggesting a readiness for change.

Collaboration Between R&D and PR Departments

The survey highlights a crucial area for improvement: collaboration between the R&D and PR departments. Only about half of the engineers felt that their PR departments effectively understand and collaborate with technical teams. Strengthening this relationship can lead to increased job satisfaction and retention among engineers. Notably, companies that actively engage their engineers in communication strategies see higher levels of loyalty and commitment from their workforce.

The Importance of Targeting Communication Objectives

The analysis delves deeper into the targets behind technical communication. For B2B companies, the focus is primarily on enhancing visibility and expectations from investors and potential hires. On the other hand, B2C firms prioritize altering perceptions and attitudes among diverse stakeholders. Surprisingly, both types of companies acknowledge the necessity of building a solid social reputation through effective technical communications.

Conclusion

Overall, Dentsu PR Consulting's survey underscores the critical role that effective technical communication plays within companies, particularly how it directly impacts business performance and employee retention. Moreover, it points out the substantial gap that exists in communication practices among engineers in various sectors. As companies evolve in an increasingly competitive market, enhancing their communication strategies, especially between R&D and PR teams, remains essential. Therefore, companies must prioritize and implement actionable strategies to enhance their technical storytelling capabilities, ultimately leading to better business outcomes and employee satisfaction.