Magazine article Communication World , Vol. 11, No. 3
Preliminary results of this year's member census and profile questionnaires are now available. In September 1993, 12, 118 surveys were sent to IABC members. We received back 5,332 census (a 44 percent response rate) and 4,490 profile surveys (a 37 percent response rate).
The census information will be used to update member records and to help in planning educational programs, publications and services that will better serve professional needs for networking. The profile questionnaire is the first survey conducted since member demographics were collected and published in "Profile '89." These results are used to monitor the profession and the changing needs of communication. When you compare results with the 1989 "Profile," we're sure you'll agree that a lot has changed since then. Findings from both the census and the profile show the following:
* Seven out of 10 members have belonged to IABC for five years or less.
* Six out of 10 members have 10 or more years in the communication profession -- Twenty-eight percent of those outside the U.S. and Canada (OUSCA) have 10+ years in the profession compared with 19 percent for U.S. members and 15 percent for Canadian.
* Six out of 10 members are between the ages of 30 and 44. (Average age for a U.S. or Canadian member is 39, OUSCA members average age is 42.)
* Seven out of 10 members in U.S. and Canada are female, compared with a 49/51 female/male split for OUSCA members.
* Top five industries our members work in are: healthcare, public relations, financial services, insurance and manufacturing.
* In the U.S., 40 percent work for corporations, with the next largest segment in nonprofit (12 percent). In Canada, 27 percent work in corporations, 1.3 percent in nonprofits and 11 percent in government. Thirty-five percent of OUSCA members work in corporations, with the next largest segment in communication consulting firms (20 percent).
* Top two job titles are manager/assistant manager (21 percent) and director (17 percent).
* Key areas of responsibility are: corporate communication (17 percent), marketing communication (16 percent) and employee communication (12 percent).
* Based on 4,824 responses worldwide, 27 percent have multination, or worldwide communication responsibilities. Seventy-three percent are involved mostly in local, state or regional. Twenty-six percent of U.S. members have communication responsibilities that are national in scope; 19 percent have worldwide scope. Twenty-nine percent of Canadian members have a province-wide scope; 28 percent have national scope and 19 percent have a local scope. …