Benchmark Communication 2017

How is the press and communication function managed? Which tools are used? What are the trends and developments? What will the communication function look like in the future? And how can you actually improve your communication function? These and other issues are addressed by the Berenschot Benchmark Communication. Following the success of the 2015 and 2016 editions, in 2017 we are offering you the opportunity once again to participate and compare your communication function with that of other organisations.

What will you gain from your participation?

The Benchmark Communication will give you an insight into the qualitative and quantitative aspects of your communication function. We will be asking you the following questions:

  • How is the communication function managed? Which position does communication take up within the entire organisation?
  • How is the communication formation organised? To what extent is temporary staff hired?
  • What is your communication budget and what is it spent on?
  • How is the communication department organised (internally, externally and crisis communication)?
  • What are the basic principles of the press and media policy and how is the communication strategy determined?

You determine the scope yourself when you participate

Benchmark participants have two options.

Option 1: Benchmark ‘light’

  • Completion of the questionnaire
  • Conducting a validation interview

You will receive a brief report with a summary of the general conclusions and findings. You will also receive an invitation to be present during an explanation of the general results at the beginning of 2018.

Option 2: Benchmark ‘in-depth’

This option consists of the ‘light’ version plus a follow-up:

  • Personal reporting in which we compare your communication function to those of other participants
  • In-depth interview in which you can ask questions about your own communication function
  • Presentation/work session with your team or supervisors
  • Personal advice with respect to your personal questions


15 Sept 2017

Participants receive the questionnaire

30 Sept 2017

Deadline for completion and returning of the questionnaire

October 2017

Analysis of the results by Berenschot

November 2017

Discussion of your results in a validation interview

Mid December 2017

Receipt of general report with results and conclusions

17 January 2018

Meeting with all participants

If you choose the Benchmark ‘in-depth’, the follow-up phase will subsequently commence.

Bring your communication function up to date!

For an initial indication you can start with the Benchmark Communication ‘light’.

Would you like to follow the development and trends of the communication function over the course of several years? In that case, take out a subscription of at least two years on the ‘light’ version.

Would you like to have an in-depth analysis of your communication function? If so, the in-depth version of the Benchmark Communication is the right choice for you.

Good to know

Berenschot compares the communication functions of organisations with similar characteristics and of a similar scale. Your details will not be shared with third parties. Have we aroused your interest? The results of the Benchmark Communication 2015 can be found here.


Would you like to participate in the Benchmark Communication? You can register from May to August 2017. If you would like additional information first, please contact Robert Wester or Alexandra Schippers (+31 (0)30 - 2 916 877). You can also send an e-mail to of

More information