The Evolution of Communication Consulting: A Long-Term Comparison of Service Quality in Strategic Communication

Figures & data

Figure 1. Three-dimensional cube for classification of different types of services.

Illustration adapted from Haywood-Farmer (1988, p. 25).

Figure 2. Number of employees per agency within the sample.

The percentages displayed are based on the respective year of investigation. N(2013) = 229 and N(2023) = 193 communication agencies in Germany. Question: How many employees are working in your company? Scale: 1 (4–10 employees), 2 (11–20 employees), 3 (21–40 employees), and 4 (more than 40 employees). 64 freelancers or microoperations of 2–3 persons participated in the 2023 study. For the purpose of this study they were excluded from analysis.

Figure 3. The quality of communication consulting and its relevance for agencies and clients.

Frequencies based on scale points 4–5. N(2013) = 229 and N(2023) = 193 communication agencies in Germany. Question: From the perspective of your consulting firm or agency, to what extent do you agree with the following statements? Scale 1 (Do not agree at all) – 5 (Fully agree). * Significant difference between 2013 and 2023 (p ≤ .05) or ** highly significant difference between 2013 and 2023 (p ≤ .001) based on the independent t-test on means.

Table 1. Factors influencing the quality of communication consulting.

General quality factors	2013	2023
Skills, knowledge, and experience of consultant	95.2% (1)	92.2% (1)
Interpersonal relationship between client and consultant	55.0% (2)	62.7% (2)
Skills, knowledge, and experience of client	37.6% (4)	35.2% (3)
Internal structures and processes of client*	22.7% (6)	32.6% (4)
Internal structures and processes of consultant	38.0% (3)	31.1% (5)
Personal characteristics of consultant	29.3% (5)	31.1% (5)
Personal characteristics of client	6.6% (7)	7.8% (7)

The rank appears in parentheses next to frequencies based on multiple choice. N(2013) = 229 and N(2023) = 193 communication agencies in Germany. Question: In your experience, which factors have the greatest influence on quality of communication consulting? Please select up to three factors. * Significant difference between 2013 and 2023 (p ≤ .05) or ** highly significant difference between 2013 and 2023 (p ≤ .001) based on the Pearson chi square test.

Figure 4. Most important agency prerequisites for the quality of communication consulting.

Means based on scale points 1–5. Question: To what extent are the following characteristics of a consulting firm or agency important prerequisites for achieving quality in communication consulting? Scale 1 (Not important) – 5 (Very important). * Significant difference between 2013 and 2023 (p ≤ .05) or ** highly significant difference between 2013 and 2023 (p ≤ .001) based on the independent t-test on means.

Figure 5. Most important consultant prerequisites for the quality of communication consulting.

Means based on scale points 1–5. Question: To what extent are the following characteristics of a consultant an important prerequisite for achieving quality in communication consulting? Scale 1 (Not important) – 5 (Very important). * Significant difference between 2013 and 2023 (p ≤ .05) or ** highly significant difference between 2013 and 2023 (p ≤ .001) based on the independent t-test on means.

Table 2. Agency characteristics to ensure quality during the consulting process.

Characteristics on the consultant or agency side	2013	2023
Reliability*	56.3% (1)	67.9% (1)
Commitment	48.9% (4)	48.2% (2)
Trustworthiness	50.2% (3)	47.7% (3)
Realistic objectives	53.2% (2)	45.6% (4)
Flexibility**	21.8% (8)	34.2% (5)
Adherence to deadlines and budget	37.6% (5)	30.6% (6)
Empathy	37.6% (5)	30.1% (7)
Ability to deal with conflict	18.3% (9)	23.8% (8)
Permanent contact person*	31.0% (7)	22.3% (9)
Transparency	16.2% (10)	21.8% (10)
Availability*	9.6% (12)	17.6% (11)
Sympathy	12.7% (11)	6.7% (12)

The rank appears in parentheses next to frequencies based on multiple choice. N(2013) = 229 and N(2023) = 193 communication agencies in Germany. Question: Which of the following characteristics on the consultant or agency side are most important during the consulting process in order to ensure quality in communication consulting? Please select up to four characteristics. * Significant difference between 2013 and 2023 (p ≤ .05) or ** highly significant difference between 2013 and 2023 (p ≤ .001) based on the Pearson chi square test.

Table 3. Client characteristics to ensure quality during the consulting process.

Characteristics on the client side	2013	2023
Realistic objectives	70.7% (1)	66.3% (1)
Good access to information	60.3% (2)	63.2% (2)
Openness for consulting	55.9% (3)	61.7% (3)
Briefing competence	50.2% (4)	48.7% (4)
Understanding of communication consulting	36.7% (5)	35.8% (5)
Feedback skills	33.2% (6)	34.2% (6)
Exact knowledge of own organization	26.6% (7)	24.9% (7)
Permanent contact person	24.0% (8)	23.3% (8)
Trustworthiness	17.0% (9)	16.1% (9)
Availability	11.4% (10)	13.0% (10)
Sympathy	7.9% (11)	5.7% (11)

The rank appears in parentheses next to frequencies based on multiple choice. N(2013) = 229 and N(2023) = 193 communication agencies in Germany. Question: Which of the following characteristics on the clients’ side are most important during the consulting process to ensure quality in communication consulting? Please select up to four characteristics. * Significant difference between 2013 and 2023 (p ≤ .05) or ** highly significant difference between 2013 and 2023 (p ≤ .001) based on the Pearson chi square test.

Figure 6. Most important result characteristics for the quality of communication consulting.

Means based on scale points 1–5. Question: How important are the following characteristics for a high-quality consulting service? Scale 1 (Not important) – 5 (Very important). * Significant difference between 2013 and 2023 (p ≤ .05) or ** highly significant difference between 2013 and 2023 (p ≤ .001) based on the independent t-test on means.

Figure 7. How agencies evaluate the quality of communication consulting.

The percentages displayed are based on the respective year of investigation. N(2013) = 229 and N(2023) = 193 communication agencies in Germany. Question: Which description for assessing and evaluating the quality of communication consulting applies to your consulting firm or agency?

Figure 8. Timing for agencies’ evaluation of the quality of communication consulting.

The percentages displayed are based on the respective year of investigation. N(2013) = 229, N(2023) = 193 communication agencies in Germany. Question: What is the best timing for assessing the quality of communication consulting?

Table 4. Implemented quality factors in agencies.

Quality factors	2013	2023
Specialization	73.4% (3)	79.3% (1)
Established corporate culture*	63.3% (5)	72.5% (2)
Diverse teams	–	69.9% (3)
Supplier network	69.4% (4)	64.4% (4)
Use of documented management tools	–	56.5% (5)
Standardized project management	54.1% (6)	46.1% (6)
Fully digitized infrastructure**	78.2% (1)	45.1% (7)
Documented skills development program for employees**	75.1% (2)	30.6% (8)
Membership in an agency network	27.1% (8)	23.3% (9)
Use of a quality management system*	34.5% (7)	23.3% (9)
Membership in national/international industry associations	25.8% (9)	21.2% (11)

The rank appears in parentheses next to frequencies based on multiple choice. N(2013) = 229 and N(2023) = 193 communication agencies in Germany. Question: What structures and processes have been implemented in your consulting firm or agency to ensure quality in communication consulting? (Multiple choice). * Significant difference between 2013 and 2023 (p ≤ .05) or ** highly significant difference between 2013 and 2023 (p ≤ .001) based on the Pearson chi square test.

Figure 9. Attitudes of agencies toward quality management systems.

Means based on scale points 1–5. Question: To what extent do you agree with the following statements about quality management systems? Scale 1 (Not at all) – 5 (Fully agree). * Significant difference between 2013 and 2023 (p ≤ .05) or ** highly significant difference between 2013 and 2023 (p ≤ .001) based on the independent t-test on means.

Figure 10. Most important criteria to represent the quality of communication consulting.

N() = 229 and N() = 193 communication agencies in Germany. Question: What are the most important criteria for representing the quality of communication consulting externally? Please select up to three criteria. * Significant difference between 2013 and 2023 (p ≤ .05) or ** highly significant difference between 2013 and 2023 (p ≤ .001) based on the Pearson chi square test.

Haywood-Farmer, J. (1988). A conceptual model of service quality. International Journal of Operations & Production Management, 8(6), 19–29. https://doi.org/10.1108/eb054839

 Google Scholar