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European Communication Monitor 2019 Slide 1 European Communication Monitor 2019 Slide 2 European Communication Monitor 2019 Slide 3 European Communication Monitor 2019 Slide 4 European Communication Monitor 2019 Slide 5 European Communication Monitor 2019 Slide 6 European Communication Monitor 2019 Slide 7 European Communication Monitor 2019 Slide 8 European Communication Monitor 2019 Slide 9 European Communication Monitor 2019 Slide 10 European Communication Monitor 2019 Slide 11 European Communication Monitor 2019 Slide 12 European Communication Monitor 2019 Slide 13 European Communication Monitor 2019 Slide 14 European Communication Monitor 2019 Slide 15 European Communication Monitor 2019 Slide 16 European Communication Monitor 2019 Slide 17 European Communication Monitor 2019 Slide 18 European Communication Monitor 2019 Slide 19 European Communication Monitor 2019 Slide 20 European Communication Monitor 2019 Slide 21 European Communication Monitor 2019 Slide 22 European 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European Communication Monitor 2019

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The 13th edition of the European Communication Monitor sheds light on five pressing issues for communication leaders: trust, transparency, advocacy, content strategies and artificial intelligence in communications. Empirical insights show how societies, organisations and individual practitioners are affected. The study also identifies drivers of excellence in each field, motivating readers to evaluate their own situation and initiate a turnaround where necessary.

This edition of the ECM is based on responses from 2,689 communication professionals working in companies, non-profits, governmental organisations and agencies from 46 European countries. Detailed analyses are available for 22 countries. This makes the monitor the largest regular study of the field worldwide – and the only truly global research of its kind in conjunction with the North American, Latin American and Asia Pacific Communication Monitors.

The ECM 2019 shows that impacts and risks of Artificial Intelligence for communications are assessed quite differently, that content creation is mainly inspired by internal sources (but less by external input and discourses), that shared media have clearly gained in importance, and that sponsored social media content is used by every second communication department and agency across Europe.

The strict selection of participants, a unique research framework based on established theories and statistical analyses fulfilling academic standards are key features of the ECM studies. Lead researchers Professors Ansgar Zerfass (Leipzig), Dejan Verčič (Ljubljana), Piet Verhoeven (Amsterdam), Ángeles Moreno (Madrid) and Ralph Tench (Leeds) are supported by national research collaborators who are professors at renowned universities across the continent.

The European Communication Monitor 2019 has been organised by the European Public Relations Education and Research Association (EUPRERA) and the European Association of Communication Directors (EACD), supported by premium partner Cision Insights, digital communications partner Fink & Fuchs, and media partner Communication Director magazine.

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European Communication Monitor 2019

  1. 1. EUROPEAN COMMUNICATION MONITOR 2019 EXPLORING TRUST IN THE PROFESSION, TRANSPARENCY, ARTIFICIAL INTELLIGENCE AND NEW CONTENT STRATEGIES. RESULTS OF A SURVEY IN 46 COUNTRIES. Ansgar Zerfass, Dejan Verčič, Piet Verhoeven, Ángeles Moreno & Ralph Tench A study conducted by the European Public RelaSons EducaSon and Research AssociaSon (EUPRERA) and the European AssociaSon of CommunicaSon Directors (EACD), supported by partners Cision Insights, Fink & Fuchs and CommunicaSon Director magazine.
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`,1*,+'.a&+$:, I$+*@,+'.a&+$:, G$&*@,+'.a&+$:, a)1*,+'.a&+$:, 5"44. L"44 L"44 >+)'1:)+,'#?.N'D,O ! _)'B,.5"44.K L"44 ! E(B@,+.P)2&,1.('D(#)*,.%$+,. D(00(#&2*(,1.*$.C,.*+)'1:)+,'*
  48. 48. 50 !"#$%&#"'$()*+$*(,--.$+(#/+,$%*+$*0'%/'"$*#$1*2,"/3'"$*4.",&' !"#$%$&'#( )%'*&+(",( %-+(#+'.+/0 )-$1(%+'2 3*%+/*'#( 1/"&+))+)( '*.(4"/50 ,#"4) 6"10#+7+#( )%/'%+8$+) 921#":++); 2+2<+/)( '*.( #+'.+/)-$1( 1/'&%$&+) 321'&%("*( )"&$+%:('% #'/8+ =>*&%$"*'#( )%/'%+8$+) ?"7+/*'*&+( '*. &>#%>/+ 321'&%("*( %-+(2'/5+%@( <>)$*+))("/( )+&%"/(",( )"&$+%:( !/".>&%)( "/ )+/7$&+) !>/1")+@( 2$))$"*@( '*. 7$)$"* ?+/2'*: ABCDE ABCDE FGCFE FHCFE FICIE FACFE JHCJE JHCJE HCKE KCAE L>)%/$' BACAE BICME FMCKE FJCJE FKCBE JKCFE JACJE JICGE MCAE HCGE N4$%O+/#'*. AICHE BHCIE FGCDE FFCME FMCFE FHCJE JMCHE FJCME HCBE JFCIE =/'*&+ BICAE IFCBE BFCBE BICAE FMCFE BFCBE FMCFE FJCIE JFCBE JFCBE P+#8$>2 AACGE AJCKE FBCFE FBCFE FKCAE FBCHE FICGE FJCAE KCKE KCKE Q+%-+/#'*.) IJCME BGCBE JMCBE FBCDE FBCKE JKCDE FACAE FDCDE JJCME KCAE R*$%+.( S$*8."2 AKCGE BACIE JICIE JHCIE FFCGE JKCBE JACBE JGCKE JDCKE ACHE 3/+#'*. BICBE FMCAE FJCGE BICBE JICKE MCHE JMCGE JICKE JMCGE JJCHE N4+.+* BGCGE FFCHE FFCHE JKCHE MCME JHCHE MCME GCME ACDE BCDE Q"/4': FKCAE FHCGE JICIE FDCFE JDCKE JDCKE JACBE JJCME FCAE J@CFE =$*#'*. BACDE BACDE JBCHE FBCAE JFCHE JGCDE FJCBE JBCHE HCIE KCAE 444C&"22>*$&'%$"*2"*$%"/C+> ;(T+/,'))(+%('#C(FDJM(;(*(U(F@FGM(&"22>*$&'%$"*(1/",+))$"*'#)(,/"2(FF(&">*%/$+)C(V KW(6/'*)1'/+*&:(&'*(+*-'*&+(%/>)%C P>%()"2+($*,"/2'%$"*(2$8-%(*"%(<+('&&+))$<#+(%"(&"22>*$&'%$"*(1/",+))$"*'#)@('*.()"2+(,'&%)(2':(*"%(<+()>$%'<#+(,"/()-'/$*8(1><#$&#:C(X"4(.$,,$&>#%($)($%( ,"/(:">/("/8'*$)'%$"*(%"(<+(%/'*)1'/+*%('<">%W(Y(N&'#+(J(ZQ"%(.$,,$&>#%[( I(Z]+/:(.$,,$&>#%[C(=/+^>+*&:(<')+.("*()&'#+(1"$*%)(A0IC
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
  50. 50. !"#$"%&'()'**+%* ,-#)".%)/#-,%**'-0
  • cpownall

    Feb. 11, 2020
  • MDickCH

    Nov. 9, 2019
  • BisCulmCom

    Jun. 24, 2019
  • sansonnet

    Jun. 11, 2019
  • BarbaraOrtolani

    Jun. 5, 2019

The 13th edition of the European Communication Monitor sheds light on five pressing issues for communication leaders: trust, transparency, advocacy, content strategies and artificial intelligence in communications. Empirical insights show how societies, organisations and individual practitioners are affected. The study also identifies drivers of excellence in each field, motivating readers to evaluate their own situation and initiate a turnaround where necessary. This edition of the ECM is based on responses from 2,689 communication professionals working in companies, non-profits, governmental organisations and agencies from 46 European countries. Detailed analyses are available for 22 countries. This makes the monitor the largest regular study of the field worldwide – and the only truly global research of its kind in conjunction with the North American, Latin American and Asia Pacific Communication Monitors. The ECM 2019 shows that impacts and risks of Artificial Intelligence for communications are assessed quite differently, that content creation is mainly inspired by internal sources (but less by external input and discourses), that shared media have clearly gained in importance, and that sponsored social media content is used by every second communication department and agency across Europe. The strict selection of participants, a unique research framework based on established theories and statistical analyses fulfilling academic standards are key features of the ECM studies. Lead researchers Professors Ansgar Zerfass (Leipzig), Dejan Verčič (Ljubljana), Piet Verhoeven (Amsterdam), Ángeles Moreno (Madrid) and Ralph Tench (Leeds) are supported by national research collaborators who are professors at renowned universities across the continent. The European Communication Monitor 2019 has been organised by the European Public Relations Education and Research Association (EUPRERA) and the European Association of Communication Directors (EACD), supported by premium partner Cision Insights, digital communications partner Fink & Fuchs, and media partner Communication Director magazine.

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