European Communication Monitor 2012: results of the largest survey on strategic communications worldwide
Results of the European Communication Monitor 2012, the largest survey on strategic communications worldwide, are now available in a YouTube video (highlights) as well as in a PDF report. The monitor has been presented by Professor Ansgar Zerfass at the Brussels European Communication Summit, the major professional event for communication managers on the continent, and also featured at the International PR Symposium at Lake Bled, a major academic gathering of scholars in the field. The report and video are available for free at www.communicationmonitor.eu.
The study has been conducted by 11 renowned universities led by the University of Leipzig within the framework of Public Relations Education and Research Association (EUPRERA) and the European Association of Communication Directors (EACD). The survey, sponsored by Ketchum Pleon, a leading European public relations agency, is based on replies from almost 2,200 communication professionals in 42 countries.
The monitor shows that an increasing number of touchpoints with their publics force many organisations to rethink the practices of strategic communication. Shaping the same and consistent image for all stakeholders (a core idea of integrated communications) is nowadays less popular than the concept of polyphony, meaning a simultaneous and sequential stimulation of several perceptions to address different stakeholders. Mobile applications on the social web are seen as important tools, but there are large gaps between their perceived importance and real implementation in most European organisations. Ethical challenges are more prevalent than ever in the field, but current codes of ethics are seldom used and rated as outdated by many professionals.
While the majority of practitioners spend most of their productive time on operational communication, a stronger focus on management, coaching and aligning communication to organisational goals correlates significantly with the influence of the communication function. There is still a large gap between the skills and knowledge which need to be developed and the available training, according to those working in the field. However, employers value specialised competencies when recruiting young communication professionals: university level education in communication management or public relations has become the most important qualification when hiring across Europe, followed by English language skills and internships or on the job training.
Some of the key findings are related to:
1) Strategic issues
2) Ethical challenges and standards
3) Barriers to professionalisation
4) Integrating and coordinating communications
5) Practice of strategic communication
6) Social media
7) Professional training and development
8) Management, business and communication qualifications
9) Recruiting young professionals
To learn more about ECM, please visit the project website.
The European Public Relations Education and Research Association (Euprera) is an autonomous organisation that aims at stimulating and promoting innovative knowledge and practices of public relations education and research in Europe. Euprera is a network where the members attract, convey, disseminate and create innovations in public relations and communication.