Information flow and communication practice challenges : A global study on effective responsive strategies

Purpose How to effectively manage information flow continues presenting challenges for effective responsive strategies in communication, reflecting the magnitude and impact of a data-driven and strategy-oriented market environment globally. Therefore, the purpose of this paper is to discover how concerns related to the rise of social media have affected communication leaders’ operational and managerial practice from an international perspective. The overarching aim is to better understand these concerns in order to contribute to effective responsive strategies in communication practice in the future. Design/methodology/approach The authors relied on data from an international online survey of public relations and communication professionals in multiple countries who were asked their perceptions and behaviors concerning the impact of information flow and the digital revolution on their practice. ANOVA analyses and hierarchical regression models were used to identify the heterogeneity across five clustered groups of countries. Findings Results confirmed a strong desire among communication professionals in multiple countries to learn more about information management in practice. Results identified the overall patterns of responsive strategies that have been widely adopted by public relations professionals in specific country clusters across the globe. In order to better manage social media and the digital revolution, all five of the surveyed country clusters indicated that it is effective to integrate more social media strategies and to train employees in social media. Originality/value The research has explored the importance surrounding information management in an era of widespread digital content, including how concerns in this area have affected strategic decision-making in communication practice. Equally important, the authors provide a more global perspective on this critical topic by analyzing communication professionals’ perceptions in grouped country clusters. Results of the research have identified the similarities and differences in responsive strategies to cope with information flow concerns across grouped country clusters.