IABC/Canada survey sheds light on market for professional communicators

OTTAWA, Oct. 18 /CNW/ - IABC/Canada recently released to members the results of the 2009 IABC/Canada Salary Survey of communication professionals. The survey, conducted by Leger Marketing for IABC/Canada West, IABC/Canada East and IABC/Toronto between December 2009 and February 2010, asked professional communicators key questions about income, benefits, employment and job satisfaction in today's economy.

"We are thrilled to see the high level of job satisfaction among communication professionals in Canada and the tangible value of IABC membership and accreditation," said Felicia Shiu, ABC*, APR**, the lead volunteer on the project and past president of IABC/Toronto. "For years we've believed in the value of IABC membership and professional accreditation; now we have the stats to fully appreciate it. In Canada, IABC members earn 15% more, on average, than non-members, and accredited professionals earn 21% more, on average, than non-accredited communicators."

KEY SURVEY FINDINGS:

Salary Levels

• The average base salary for professional communicators in Canada has increased five per cent since 2006 and 26% since 2003. Fifty-seven per cent of respondents reported an increase in salary over the past year.  Thirteen per cent of respondents indicated an increase of 10% or more.
• IABC members make 15% more, on average, than non-IABC members.
• Males reported average salaries 28% higher than those reported by females.
• Thirty-three per cent of communicators expect a three to five percent pay increase at their next pay review.  Twenty-two per cent expect an increase up to two per cent, and six per cent expect a six to eight per cent increase. Twelve per cent did not expect any pay increase due to the economic situation.
• Eighteen per cent of communicators surveyed indicated they were professionally accredited*. Accredited professionals tend to have an average salary 21% higher than those who aren't accredited. There are currently 306 ABCs in Canada, who represent 40% of ABCs around the world.

Job Security, Performance and Downsizing

• Most respondents (74%) agree that their company has downsized as a result of the current economic situation.  Interestingly, professionally accredited individuals are statistically more likely to agree with this statement when compared to individuals who are not accredited (91% vs. 70%, respectively).
• Few communicators (13%) believe their job is in jeopardy because of current economic conditions. 
• Six in 10 are feeling more pressure to perform at work than they did six months ago—especially those who have been in the PR/Communications industry for five years or more (62% vs. 53% among those who have been working in the industry for less than five years) and those who have been working for their current organization for three or more years (66% vs. 55% among those who have been working at their current organization for less than three years).
• Thirty-five per cent of professional communicators are willing to take a pay cut or have their salary frozen in order to ensure job security over the next year. This is particularly true among those who have been in the PR/Communications field for 10 or more years (38% vs. 28% among those who have been in the field for less than five years) and among those who have been with their current organization for three or more years (39% vs. 30% among those who have been with their current organization for less than three years).
• Sixty-six per cent reported they have not been promoted in the past 12 months.

Job Seeking

• Twenty-seven per cent of respondents reported they were job seeking and 23% percent were thinking of job seeking. For those who were seeking a job, 56% were somewhat willing to relocate with 12% saying they were strongly willing to relocate.
• Most respondents (65%) indicated that the minimum percentage pay raise needed to leave their current job ranges between less than five per cent and 20%.
• The most frequently specified non-financial incentive to leave the respondent's current job was "more interesting work or more challenged" (54%), which was closely followed by "opportunities for advancement" (51%).

Job Satisfaction

• Overall, most professional communicators in Canada (63%) are satisfied with the current salary level for their job. This is especially true among executive VPs and owners (77% and 73%, respectively) and least true among coordinators (43%), officers (46%) and account executives (33%).
• Most respondents indicated that despite the economy, they remain committed to a career in Public Relations or Communications and find it rewarding (85% and 83%, respectively).

Complete survey results and salary figures are available to IABC members at http://canada.iabc.com. Media may contact IABC/Canada or IABC/Toronto to obtain full results, including stats specific to the Toronto job market.

*ABC: Accredited Business Communicator, offered by IABC.
**APR: Accredited in Public Relations, offered by PRSA and CPRS

About IABC
The International Association of Business Communicators (IABC) is a global network of communication professionals committed to improving organizational effectiveness through strategic communication. Established in 1970, IABC serves more than 16,000 members in 70 countries. IABC members practice the disciplines of corporate communication, public relations, employee communication, marketing communication, media relations, community relations, public affairs, investor relations and government relations. For more information, visit www.iabc.com.

IABC/Canada represents more than 4,500 members in 14 chapters across Canada - more than 29% of IABC members around the world. Canada boasts three of the largest IABC chapters in the world: IABC/Toronto has more than 1,700 members, followed by IABC/BC and IABC/Calgary with more than 625 members each.

For more information about IABC in Canada visit http://canada.iabc.com.

For further information:

For full survey results or to arrange interviews with IABC members in your city, contact: