(ANSA) – MILAN, 25 JUL – One of the 100 best professionals in the world of corporate communication is an Italian, Lorenza Pigozzi. As every year to draw up the ranking, with her report The Influence 100, is the media company PRovoke Media, mapping the most influential, those that have the greatest weight in terms of reputation.
The 2022 report shows that women are more numerous than men for the third consecutive year, 57 against 43. A female presence that is constantly increasing over time (they were 47 in 2019, 54 in 2020 and 55 in 2021). Geographically, 53% of the best communications directors work in the USA, followed by Europe (24%), Asia (13%), the Middle East and Africa (7%) and Latin America (3%) ). The most represented sector is technology / telecommunications / electronics (17%), followed by finance and services (16%), consumer goods (15%), healthcare (11%) and food and drink (11%).
On average, the 100 communicators in the rankings have worked in their current company for 8.2 years, with some personalities who have even exceeded 30 years of service in the same company, such as the 38-year Toyota record holder Masayoshi Shirayanagi, Conny Braams, in Unilever for 31 years, Jan Runau, in Adidas for 30 years and Bea Perez, in Coca-Cola for 28 years. 97% of the names on the list have at least a degree, with 30% also having a specialist degree, but the percentage of non-graduates is slightly increasing (3% against 2% in 2021).
In terms of managed budgets, the Influence 100 spend over 4.8 billion on public relations, up slightly from 4.7 billion in 2021, although still less than the 6.5 billion recorded in 2012, the first year of the report . Reputation is at the heart of spending: for 66% it will be the priority for 2023. Then follow the corporate and social responsibility / ESG initiatives (59%), the development of content also for marketing (56%), for social networks and for the involvement of collaborators (both 49%). Over a third (69%) then manage teams of over 100 people, up from 52% in 2021.
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Source: Ansa
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