European Communication Monitor 2019

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:)+,'*

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

50. !"#$"%&'()'**+%* ,-#)".%)/#-,%**'-0

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European Communication Monitor 2019

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