Portugal is a different country in what concerns corporate practices. At least that’s what some studies about the level of salaries earned by top managers say. And now, for the first time to my knowledge, a ranking shows that a PR Director in Portugal can earn slightly more than a Marketing & Commercial Director and significantly more than a pure Marketing Director. But what does this mean?
Several studies have pointed that the salary level in Portugal is one of the most asymmetrical when you compare top management compensations with mid level employees. Indeed, Portugal is a paradise for C-suite managers who, according to a recent Mercer survey mentioned by the Portuguese magazine Visão, can earn several times the average salary paid by their companies. In Portugal top managers earn an average of 32 times more than their employees each month while in Spain this level is 15 times, in the UK 14 times, in Germany 10 times. One particular shocking case was that of the CEO of the biggest corporation in Portugal (Portugal Telecom) who, according to the Visão magazine, is said to receive a monthly wage equivalent to 128 times the average wage paid by the company.
But apart from this this asymmetrical reality, the Mercer study also points to what can be seen as a very interesting reality. It maps the wage level of the principal directors inside corporations and the Public Relations Director appears on the middle of the table, but above (among others) the Marketing Director, the Financial Director, and the Commercial and Marketing Director. The mentioned monthly salary of a PR Director is of 9,373 euro. I confess that this is one of the only reliable indicators from a credible source about the situation of PR managers in Portugal although it doesn’t (I’m sure) represent the whole or even a majority of the situations.
Can this represent a growth of power in the internal structure? Especially in the all too permanent struggle between marketing and PR – which is going to be the subject of a major symposium this summer in Bled. I would like to think that this means a recognition of the importance of the strategic function of managing relationships and expectations of a diverse array of complex stakeholders and publics. And what do you think? Do you have similar indicators from your country?