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Introduction An increasing number of European Communication Monitor - ECM 2012 - Results


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Introduction An increasing number of touchpoints with their publics is forcing many organisations to rethink the practices of strategic communication. For instance 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. Ethical issues are more prevalent than ever in the field, but current codes of ethics are seldom used and rated as outdated by many professionals. Mobile applications are seen as important tools, however there are large gaps between their perceived importance and real implementation in European organisations. These are just a few examples of the thought-provoking findings of the European Communication Monitor 2012 presented in this publication. With almost 2,200 participantsfrom 42 countries, the annual survey is the largest study in the practice and the future of communicationmanagement and public relations worldwide.I would like to thank everyone who has participated in the survey. Also, on behalf of the research team and advisoryboard, I express my gratitude to Anne Ihle and Ronny Fechner for the ongoing support, as well as to our partnersEACD and Communication Director magazine, and to our sole sponsor Ketchum Pleon.Prof. Dr. Ansgar ZerfassProfessor of Communication Management, University of Leipzig, Germany &Executive Director, European Public Relations Education and Research Association (EUPRERA) 7

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