Which areas of communication will the major corporations be focusing on this year? What goals have the companies set themselves? How are the corresponding budgets distributed? The answers to these questions were provided by the 2005 communication strategy survey, which wbpr carried out with the communication managers at the 30 Dax companies in December 2004/January 2005.

The heads of communication attest that Employee communication (53 % of respondents) and the traditional issue of Media work (40 %) are the areas of increasing strategic importance. The respondents rated the areas of Crisis communication, Lobbying work and Product communication as highly as ever (80 %). By contrast, the disciplines of Sponsorship and In-house publications (e.g. customer magazine, books, films) will tend to become less important in the future.