Communications is an investment in the competitiveness of a business. In general, the communications budget should be about one percent of sales. This varies depending on the different audiences , both internal and external, you want to communicate with, and the messages which need to be communicated. Communications is key to the success of a new product or start-up business because it generates name familiarity and product awareness and acceptance. Communications can be more effective than advertising in influencing your customers' behaviour.
Communications is a tool for image-shaping, opinion making and influencing.
There are several ways to measure its effectiveness. Survey research can uncover changes in perceptions about a company, and awareness of its products. Survey research can be either qualitative or quantitative depending on the focus of research and type of data collected. Other techniques include tracking the amount and quality of media coverage generated, and monitoring product sales for increases following a public relations campaign. A professional communicator can apply for accreditation with at least five years experience and a university degree.