Results of the largest empirical study on status quo and trends in communication management and public relations worldwide with almost 2,200 participants from 42 countries. Insights about strategic issues in the field, ethics, integration of communication, social media communications, skills and knowledge, recruitment strategies. Conducted by 11 renowned European universities, led by Prof Ansgar Zerfass, U of Leipzig, Germany. PDF download and previous versions of this annual survey are available at http://www.communicationmonitor.eu
Largest empirical study on status quo and trends in communication management and public relations worldwide with more than 2,200 participants from 43 countries. Conducted by 11 renowned European universities, led by Prof Ansgar Zerfass, U of Leipzig, Germany. PDF download and previous versions of this annual survey are available at http://www.communicationmonitor.eu
The 2015 edition of the largest annual study in strategic communication, corporate communications and public relations worldwide is based on responses from 2,253 communication professionals based in 41 countries across Europe. Conducted by an international research team from renowned universities, the research provides insights about the future relevance of mass media and owned media, content strategies, integrating communication functions, value contribution, strategic issues within the next three years, organisational listening, measurement and evaluation, relations between clients and agencies, and characteristics of excellent communication departments. A joint project by the European Public Relations Education and Research Association (EUPRERA),the European Association of Communication Directors (EACD) with partner PRIME Research International. Lead researcher: Prof Dr Ansgar Zerfass, University of Leipzig, Germany, & BI Norwegian Business School, Oslo.
PDF downloads and previous versions of this annual survey are available at http://www.communicationmonitor.eu.
View the 2014 edition of the largest empirical study in strategic communication, corporate communications and public relations worldwide. Conducted by an international research team from 11 universities and based on responses from 2,777 professionals from 43 countries across Europe. Insights about characteristics of excellent communication functions, mobile communication, gender issues in strategic communication, job satisfaction, networking, mentoring, drivers of career development, and much more. A joint project by the European Public Relations Education and Research Association (EUPRERA),the European Association of Communication Directors (EACD), sponsored by global communication agency Ketchum. Lead researcher: Prof Dr Ansgar Zerfass, University of Leipzig, Germany, & BI Norwegian Business School, Oslo.
PDF downloads and previous versions of this annual survey are available at http://www.communicationmonitor.eu
Based on responses from almost 3,100 senior professionals from 48 European countries, this years’ edition of the European Communication Monitor (#ECM18) reveals that despite the persisting debate about fake news across Europe (agreed upon by 55.8% of the respondents), this does not filter into the day to day experiences of communication practitioners (24.4%). The most affected by fake news are government-owned, public sector and political organisations (44.6% have been affected at least once in 2017/2018). Professionals based in Russia report the strongest impact of fake news on their organisations (53.2%), followed by Serbia, Slovenia and Poland (all more than 40%). The sources of fake news follow the origins of the debate with social media being the main source of misleading content (81.3%), but mass media (59.6%) can also originate this form of information. Most communication departments and agencies are not sufficiently prepared to identify fake news: Only 12 per cent of affected organisations have established advanced routines.
Besides key trends like fake news, the survey explores communications’ contributions to organisational success as well as the work environment for communication professionals in Europe. Work engagement and stress, job satisfaction and its drivers as well as the status of leadership in communication units are explored with additional detailed analyses for 22 countries.
Even though the information provision to decision-makers through different kinds of monitoring, surveys or news briefings is a common practice for most communication units across Europe (89.1%), only 28.4 per cent of the communication departments and agencies in Europe prepare advanced types of reporting with edited or curated content that delivers deep insights for decision-makers on a daily basis. Communication professionals are often expected to be high performers in a hard-working culture. No wonder that four out of ten communication professionals (39.0%) in Europe feel tense or stressed out during their working day. At the same time 25.0 per cent do not have the appropriate resources to manage this experience. Overall, 27.9 per cent has serious stress problems (reporting stress and not being able to manage it). Longitudinal comparison with the monitor surveys in 2010 and 2014 reveals a slow decline in overall job satisfaction among communication professionals in Europe. 28.9% of the surveyed practitioners would like to change their current employer within the next twelve months. However, three quarters of the communication professionals in Europe are happy in their job – overall satisfaction is the strongest in consultants or agencies (79.0%).
More information available online at http://www.communicationmonitor.eu
Annual empirical study on status quo and trends in communication management and public relations in Europe. Conducted by renowned European universities, led by Prof Ansgar Zerfass, U of Leipzig, Germany. Download the PDF and other editions of this annual survey at http://www.communicationmonitor.eu.
This edition of the world's largest study on strategic communication and public relations explores the status quo and trends across 50 countries. Topics include visualisation, social bots, hypermodernity and benchmarking for strategic communications.
Based on responses from 3,387 senior professionals from every European country, this years’ edition of the European Communication Monitor (ECM) reveals that even though the professionals are fully aware of the visual trend in society, every second professional has limited visual competencies. The data also demonstrated that the phenomenon of social (ro-)bots is largely neglected by many communication professionals in Europe. Only one third follow the debate about social bots and 15.9 per cent have no idea about the topic at all. In this context social bots are mainly seen as a threat for public debates and organisational reputation alike, although four out of ten respondents do also see opportunities arising from them.
Moreover, the ECM 2017 asked how the hyper modern paradigm might influence the work environment of communication professionals. A hypermodern society is a society in overdrive, characterised by a culture of hyper consumption, hyper change, and hyper individualism. A large majority of 71.5 per cent witness the cultural transformation towards a hyper modern culture in their country. The transition from a postmodern to hypermodern culture is the strongest in consultancies (57.2 per cent) and private companies (51.8 per cent). Organisations with postmodern and hypermodern characteristics are ahead in sensing the trend towards an overarching consumer mentality and are much stronger involved in societal debates. Most of them think that it has already changed and will continue to change the communication with their stakeholders.
The ECM is a joint project by the European Public Relations Education and Research Association (EUPRERA) and the European Association of Directors (EACD), supported by partner PRIME Research. The communication monitor study series, initiated and led by Professor Ansgar Zerfass (University of Leipzig), analyzes trends in the field since more than a decade and covers more than 80 countries across European, Latin-America and Asia-Pacific by now.
Annual empirical study on status quo and trends in communication management and public relations in Europe. Conducted by 11 renowned European universities, led by Prof Ansgar Zerfass, U of Leipzig, Germany. Download the PDF and other editions of this annual survey at http://www.communicationmonitor.eu
Largest empirical study on status quo and trends in communication management and public relations worldwide with more than 2,200 participants from 43 countries. Conducted by 11 renowned European universities, led by Prof Ansgar Zerfass, U of Leipzig, Germany. PDF download and previous versions of this annual survey are available at http://www.communicationmonitor.eu
The 2015 edition of the largest annual study in strategic communication, corporate communications and public relations worldwide is based on responses from 2,253 communication professionals based in 41 countries across Europe. Conducted by an international research team from renowned universities, the research provides insights about the future relevance of mass media and owned media, content strategies, integrating communication functions, value contribution, strategic issues within the next three years, organisational listening, measurement and evaluation, relations between clients and agencies, and characteristics of excellent communication departments. A joint project by the European Public Relations Education and Research Association (EUPRERA),the European Association of Communication Directors (EACD) with partner PRIME Research International. Lead researcher: Prof Dr Ansgar Zerfass, University of Leipzig, Germany, & BI Norwegian Business School, Oslo.
PDF downloads and previous versions of this annual survey are available at http://www.communicationmonitor.eu.
View the 2014 edition of the largest empirical study in strategic communication, corporate communications and public relations worldwide. Conducted by an international research team from 11 universities and based on responses from 2,777 professionals from 43 countries across Europe. Insights about characteristics of excellent communication functions, mobile communication, gender issues in strategic communication, job satisfaction, networking, mentoring, drivers of career development, and much more. A joint project by the European Public Relations Education and Research Association (EUPRERA),the European Association of Communication Directors (EACD), sponsored by global communication agency Ketchum. Lead researcher: Prof Dr Ansgar Zerfass, University of Leipzig, Germany, & BI Norwegian Business School, Oslo.
PDF downloads and previous versions of this annual survey are available at http://www.communicationmonitor.eu
Based on responses from almost 3,100 senior professionals from 48 European countries, this years’ edition of the European Communication Monitor (#ECM18) reveals that despite the persisting debate about fake news across Europe (agreed upon by 55.8% of the respondents), this does not filter into the day to day experiences of communication practitioners (24.4%). The most affected by fake news are government-owned, public sector and political organisations (44.6% have been affected at least once in 2017/2018). Professionals based in Russia report the strongest impact of fake news on their organisations (53.2%), followed by Serbia, Slovenia and Poland (all more than 40%). The sources of fake news follow the origins of the debate with social media being the main source of misleading content (81.3%), but mass media (59.6%) can also originate this form of information. Most communication departments and agencies are not sufficiently prepared to identify fake news: Only 12 per cent of affected organisations have established advanced routines.
Besides key trends like fake news, the survey explores communications’ contributions to organisational success as well as the work environment for communication professionals in Europe. Work engagement and stress, job satisfaction and its drivers as well as the status of leadership in communication units are explored with additional detailed analyses for 22 countries.
Even though the information provision to decision-makers through different kinds of monitoring, surveys or news briefings is a common practice for most communication units across Europe (89.1%), only 28.4 per cent of the communication departments and agencies in Europe prepare advanced types of reporting with edited or curated content that delivers deep insights for decision-makers on a daily basis. Communication professionals are often expected to be high performers in a hard-working culture. No wonder that four out of ten communication professionals (39.0%) in Europe feel tense or stressed out during their working day. At the same time 25.0 per cent do not have the appropriate resources to manage this experience. Overall, 27.9 per cent has serious stress problems (reporting stress and not being able to manage it). Longitudinal comparison with the monitor surveys in 2010 and 2014 reveals a slow decline in overall job satisfaction among communication professionals in Europe. 28.9% of the surveyed practitioners would like to change their current employer within the next twelve months. However, three quarters of the communication professionals in Europe are happy in their job – overall satisfaction is the strongest in consultants or agencies (79.0%).
More information available online at http://www.communicationmonitor.eu
Annual empirical study on status quo and trends in communication management and public relations in Europe. Conducted by renowned European universities, led by Prof Ansgar Zerfass, U of Leipzig, Germany. Download the PDF and other editions of this annual survey at http://www.communicationmonitor.eu.
This edition of the world's largest study on strategic communication and public relations explores the status quo and trends across 50 countries. Topics include visualisation, social bots, hypermodernity and benchmarking for strategic communications.
Based on responses from 3,387 senior professionals from every European country, this years’ edition of the European Communication Monitor (ECM) reveals that even though the professionals are fully aware of the visual trend in society, every second professional has limited visual competencies. The data also demonstrated that the phenomenon of social (ro-)bots is largely neglected by many communication professionals in Europe. Only one third follow the debate about social bots and 15.9 per cent have no idea about the topic at all. In this context social bots are mainly seen as a threat for public debates and organisational reputation alike, although four out of ten respondents do also see opportunities arising from them.
Moreover, the ECM 2017 asked how the hyper modern paradigm might influence the work environment of communication professionals. A hypermodern society is a society in overdrive, characterised by a culture of hyper consumption, hyper change, and hyper individualism. A large majority of 71.5 per cent witness the cultural transformation towards a hyper modern culture in their country. The transition from a postmodern to hypermodern culture is the strongest in consultancies (57.2 per cent) and private companies (51.8 per cent). Organisations with postmodern and hypermodern characteristics are ahead in sensing the trend towards an overarching consumer mentality and are much stronger involved in societal debates. Most of them think that it has already changed and will continue to change the communication with their stakeholders.
The ECM is a joint project by the European Public Relations Education and Research Association (EUPRERA) and the European Association of Directors (EACD), supported by partner PRIME Research. The communication monitor study series, initiated and led by Professor Ansgar Zerfass (University of Leipzig), analyzes trends in the field since more than a decade and covers more than 80 countries across European, Latin-America and Asia-Pacific by now.
Annual empirical study on status quo and trends in communication management and public relations in Europe. Conducted by 11 renowned European universities, led by Prof Ansgar Zerfass, U of Leipzig, Germany. Download the PDF and other editions of this annual survey at http://www.communicationmonitor.eu
This full report (116 pp., PDF) for the Asia-Pacific Communication Monitor (APCM) 2017/18 is based on a survey of 1,306 communication professionals working in companies, non-profits, governmental organisations and agencies across 22 countries in the region (including China, Hong Kong, India, Thailand Vietnam, Malaysia, Indonesia, Singapore, Philippines, New Zealand, Australia and many more).
The bi-annual study is part of the global Communication Monitor series, which provides valuable insight into the communication industry and its future, assessing the impact of digital technologies, social media, mobile communications, and the need for strategic focus to align communication outcomes to organizational goals.
The APCM 2017/18 examined five areas: (1) organisations (their structure and country or countries of operation); (2) communication professionals (their demographics, role, experience, etc.); (3) the situation in which they operate (practices, skills, job satisfaction, etc.); (4) the communication department (its role, influence and performance); and (5) perceptions of the future (importance of channels, value contribution, etc.).
The 2016 edition of the largest annual study in strategic communication, corporate communications and public relations worldwide is based on responses from 2,710 communication professionals from 43 European countries. Conducted by an international research team from renowned universities, the research provides insights about big dat, algorithms and automation in communication, social media influencers, stakeholder engagement, strategic issues and development of communication channels over a decade (2007-2016), skills and competency development of communicators, characteristics of excellent communication departments and much more. A joint project by the European Public Relations Education and Research Association (EUPRERA), the European Association of Communication Directors (EACD) with partner PRIME Research. Lead researcher: Prof Dr Ansgar Zerfass, University of Leipzig, Germany, & BI Norwegian Business School, Oslo.
PDF downloads and previous versions of this annual survey are available at http://www.communicationmonitor.eu.
Results of the largest empirical study on status quo and trends in strategic communication, corporate communications and public relations worldwide with 2,710 participants from 43 countries. Insights about CEO communication and positioning, crisis communication, digital gatekeepers, social media skills, international communication, status and budgets, and much more. Conducted by 11 renowned European universities, led by Prof Dr Ansgar Zerfass, University of Leipzig, Germany, & BI Norwegian Business School, Oslo. PDF download and previous versions of this annual survey are available at http://www.communicationmonitor.eu
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.
The study is based on responses from 1,200 communication professionals in 23 countries. It surveys the status quo and trends of strategic communication, public relations and communication management across East, South and South-East Asia, Australia and New Zealand. Topics covered include the future relevance of mass media, communciation channels, social media skilles, measurement and evaluation, job satisfaction, and characteristics of excellent communication departments.
Living up to highest academic standards, the Asia-Pacific Communciation Monitor has been conducted by a research team of professors from leading international universities, headed by Jim Macnamara (Sydney), May O. Lwin (Singapore), Ana Adi and Ansgar Zerfass (Leipzig).
The Monitor is jointly organised by the Asia-Pacific Association of Communication Directors (APACD), Quadriga University of Applied Sciences and the European Public Relations Education and Research Association (EUPRERA), supported by PRIME Research International, a global leader in strategic communication research.
The Asia-Pacific Communication Monitor uses a similar methodology as the European Communication Monitor and the Latin-American Communication Monitor, making it part of the largest study in the field of strategic communication worldwide. More resources, including a web video hightlighting the results, are available for free at www.communicationmonitor.asia.
This is the 2011 annual survey on future trends in communication management and public relations
The European Communication Monitor is a transnational survey on strategic communication worldwide.
It has been conducted for the fifth time in 2011 with more than 2,20 participating professionals from more than 40 countries.
The next survey will be conducted from March 1-31, 2012.
Find them online at http://www.communicationmonitor.eu
If you are a communications profession in Ireland and interested in learning about how to integrate social media into your communications plan then visit the PR Institute of Ireland website for details of the Certificate in Social Media Communications, the foremost programme of its kind in Ireland and one that has been running since 2009. http://www.PRII.ie
Disclosure: I am the programme leader for the course.
The 15th annual edition of the European Communication Monitor - the largest academic study worldwide on the strategic communications and PR profession - is based on interviewing 2,644 communication professionals from 46 European countries, providing valuable insights for public relations, corporate communications and public affairs.
As well as digital transformation of communications as the main topic, the survey explores the use of video-conferencing for stakeholder communications and changing roles of communicators when helping to create value for their organisations or clients. Salaries, key strategic issues as well as the characteristics of excellent communication departments have all been researched with more detailed analysis for 22 countries.
The study reveals that digital transformation is in progress, but few communication departments or agencies have reached maturity – 39.2 per cent of practitioners across Europe describe their unit as immature in both digitalising stakeholder communications and building digital infrastructure. Nonetheless, video-conferencing is here to stay – it is more frequently used for communication with employees and clients than with journalists and less valued by stakeholders in Eastern and South-Eastern Europe. Communication practitioners take on different roles simultaneously in their daily work – a trend to watch is the Advisor role who helps top management make better business decisions. Last but not least, professionals working in excellent communication departments are more engaged in coaching or advising executives and colleagues at all levels of the hierarchy
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), Ralph Tench (Leeds), Ángeles Moreno (Madrid) and Alexander Buhmann (Oslo) are supported by national research collaborators who are professors at renowned universities across the continent.
The European Communication Monitor 2021 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 and digital communications partner Fink & Fuchs. National partners are The Nordic Alliance for Communication & Management (#NORA) hosted by BI Norwegian Business School. Norway, and the Center for Strategic Communication (CECOMS) at IULM University in Milan, Italy.
The 14th annual edition of the European Communication Monitor - an academic study on the strategic communications and PR profession - investigates six major issues for communication leaders: ethical challenges and resources for the communications profession; cyber security and communications; assessing and advancing gender equality; strategic issues and communication channels; status quo and future needs for competency development. The study also identifies drivers of excellence in each field. This allows readers to evaluate their own organisation and identify needs for improvement.
This edition of the ECM is based on responses from 2,324 communication professionals working in companies, non-profits, governmental organisations and agencies from 44 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 digital communication channels bring along new ethical challenges, but the majority of communication professionals are lacking up-to-date resources to tackle them. While three out of four communication departments employ more women than men, still only one out of two top leaders in the field are women. The main barriers identified are a lack of flexibility and intransparent promotion policies within organisations. Communication practitioners fear the hacking of websites and social media accounts – they are often involved in handling cyber security issues, but seldom help to build resilience. Last but not least, large competence gaps are identified in the fields of technology and data, although communication professionals have completed an average of 19 training days in 2019.
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 2020 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. National partners are The Nordic Alliance for Communication & Management (NORA) hosted by BI Norwegian Business School. Norway, and the Center for Strategic Communication (CECOMS) at IULM University in Milan, Italy.
ComGap 2014 Report: Mind The Gap - How the public and public relations profes...Communication Monitor
The ComGap 2014 study explores communicating leadership and social media communications from the perspectives of communication / public relations professionals perceptions and the general public in 10 European countries. It is based on thorough academic standards, combining a representative poll among the general public in those countries with a survey of 1,346 communication professionals in the same markets. The public poll samples the views of 4,054 citizens and is weighted for age and gender. The survey of communication professionals looks at the trends of communication management across Europe.
The study has been authored by Professors Ansgar Zerfass (Leipzig / Oslo), Ralph Tench (Leeds), Angeles Moreno (Madrid), Piet Verhoeven (Amsterdam), Dejan Vercic (Llubljana) and Joachim Klewes (Düsseldorf), supported by Markus Wiesenberg (Leipzig).
ComGap is a joint project by Ketchum, London, and EUPRERA, the European Public Relations Education and Research Association, Brussels, delving deeper into issues explored by the European Communication Monitor (ECM) 2014 survey.
Details results in national languages are available for Austria, Denmark, France, Germany, Italy, Netherlands, Norway, Spain, Sweden, United Kingdom upon request. Contact: info@communicationmonitor.eu
Based on responses from more than 1,500 professionals from 37 countries, this is the most comprehensive analysis of the European market until now. It identifies new challenges for the field of communication 2008-2011.
Some of the insights are:
- communication management plays a major role in European organisations, but its decision-making power is weaker in Europe than in the USA;
- professionals expect that by 2011 corporate communication will succeed today`s forerunner marketing/consumer communication as the most important field of practice;
- internal/change communication and sustainability/CSR are predicted to be the fastest-growing disciplines within communication management in Europe;
- professionals see three major challenges for the future: linking their function to business strategies, dealing with sustainable development and social responsibility, and coping with the digital evolution and the social web
The study has been coordinated by Prof. Dr. Ansgar Zerfss, European Public Relations and Research Association (EUPRERA), University St. Gallen, in association with EACD and Communication Director magazine..
The first edition of the North American Communication Monitor (NACM) is a comprehensive report on strategic issues, practices and roles for communication professionals in Canada and the United States. The NACM is organized by The Plank Center for Leadership in Public Relations at the University of Alabama. It has been conducted by an academic research team consisting of Professors Bryan H. Reber, Juan Meng, Bruce K. Berger, Karla K. Gower, and Ansgar Zerfass. The study joins existing Communication Monitors in Europe, Latin America and Asia-Pacific in providing the largest and only truly global study for the profession based on sound empirical standards. The goal is to stimulate and promote the knowledge and practice of excellent communication management worldwide.
The NACM 2018/19 includes perceptions and insights from 1,020 communication professionals in North America (255 in Canada and 765 in the U.S.). The study tracks top-of-mind trends like fake news and strategies to deal with it, and identifies the most pressing strategic issues today for communicators, nearly half of whom (49.4%) said trust was the most crucial issue.
The study also explores professionals’ perceptions of their organizational cultures and their leaders’ performance, and shows how strongly culture and leaders affect employees’ work engagement, trust and job satisfaction. The NACM 2018/19 also asked the professionals about stress levels in this hyper-speed profession, and three were mentioned most often: lack of advancement opportunity (34.3%), heavy work load (33.6%) and information overload (33.3%).
Other areas in the report focus on professionals’ social media skills and management knowledge, and the contributions they make to organizational success.
Full information about the NACM is available at http://plankcenter.ua.edu/north-american-communication-monitor/
Empirical study exploring leadership perceptions and practices among communication professionals and PR managers (n = 1,766) in corporations, nonprofit organizations (including governmental, political, educational) and agencies. The research led by Prof. Dr. Ansgar Zerfaß (University of Leipzig) and Prof. Dr. Ulrike Röttger (University of Münster) is part of a global research project with quantitative and qualitative methods in 8 cultural regions and 23 countries. Focus and research questions: Important issues for leaders in PR and communication management - Conditions for leadership, leadership abilities and qualities - Strategies and actions implemented by leaders to deal with important issues - Development of future leaders - Personal beliefs and perceptions about leadership.
This annual study is conduct by EUPRERA, in partnership with EACD and Communication Director magazine, around Europe among +1.990 communication professionals, establishing short-medium term communication trends.
Despite growing investments in and increased use of social media, many companies, non-profit organizations, governmental institutions and associations are far from utilizing the full potential of these communication channels. This is revealed by the study “Social Media Governance 2011”, a joint research project organized by the University of Leipzig, pressesprecher magazine, and Fink & Fuchs Public Relations. The study was conducted for the second time this year, following a pilot study in 2010. A total of 596 corporate communication managers in Germany, Austria and Switzerland were surveyed. The study investigated the status quo of Social Media Governance, i.e. the status of regulatory frameworks for the strategic management of social media activities in organizations, identified the parameters and prerequisites for communicating on the social web, and examined the associated changes in the daily work and the required level of expertise.
International public relations is a part of daily business for more than 90 per cent of CCOs in Europe, with nearly a quarter of them dealing with 20 countries or more. Sensitivity to multiple cultures while preserving the core identity and ability to change are the main challenges, along with the language(s) problem where introduction of English as the business lingua franca is only a partial solution. Only about a half of COOs reported solid structures for international public relations operations.
As the old saying goes, if you don’t communicate, you don’t exist. Today, inorder to bring this idea up-to-date, we may say that we don’t exist if we don’t communicate internationally. Internationalization as well as the digital world and management of risks associated with these environments, are fundamental for a new communication that professionals are facing today.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references to the 2013 European Communication Monitor, drawn up by the European Public Relations Education and Research Association (Euprera), the European Association of Communication Directors (EACD), and sponsored by Ketchum-Pleon.
Managing CEO positioning and international communication: Insights from interviews with corporate communication leaders. This follow-up study to the European Communication Monitor 2013 is based on qualitative interviews with 53 global heads of communication of major corporations based in Europe, and on quantitative data from 579 respondents heading corporate communication departments in 39 countries. The report discusses the importance of CEOs for corporate reputation, practices and trends in CEO communication, as well as the impact of international value chains for the communication function and ways to develop new organisational structures and strategic visions. The study is a joint project by an academic research team from several universities within the framework of EUPRERA and Ketchum, a leading global communications firm operating in more than 70 countries.
Annual empirical study on status quo and trends in communication management and public relations in Europe. Conducted by renowned European universities within the framework of EUPRERA, led by Prof Ansgar Zerfass, U of Leipzig, Germany. Download the PDF and other editions of this annual survey at http://www.communicationmonitor.eu
This full report (116 pp., PDF) for the Asia-Pacific Communication Monitor (APCM) 2017/18 is based on a survey of 1,306 communication professionals working in companies, non-profits, governmental organisations and agencies across 22 countries in the region (including China, Hong Kong, India, Thailand Vietnam, Malaysia, Indonesia, Singapore, Philippines, New Zealand, Australia and many more).
The bi-annual study is part of the global Communication Monitor series, which provides valuable insight into the communication industry and its future, assessing the impact of digital technologies, social media, mobile communications, and the need for strategic focus to align communication outcomes to organizational goals.
The APCM 2017/18 examined five areas: (1) organisations (their structure and country or countries of operation); (2) communication professionals (their demographics, role, experience, etc.); (3) the situation in which they operate (practices, skills, job satisfaction, etc.); (4) the communication department (its role, influence and performance); and (5) perceptions of the future (importance of channels, value contribution, etc.).
The 2016 edition of the largest annual study in strategic communication, corporate communications and public relations worldwide is based on responses from 2,710 communication professionals from 43 European countries. Conducted by an international research team from renowned universities, the research provides insights about big dat, algorithms and automation in communication, social media influencers, stakeholder engagement, strategic issues and development of communication channels over a decade (2007-2016), skills and competency development of communicators, characteristics of excellent communication departments and much more. A joint project by the European Public Relations Education and Research Association (EUPRERA), the European Association of Communication Directors (EACD) with partner PRIME Research. Lead researcher: Prof Dr Ansgar Zerfass, University of Leipzig, Germany, & BI Norwegian Business School, Oslo.
PDF downloads and previous versions of this annual survey are available at http://www.communicationmonitor.eu.
Results of the largest empirical study on status quo and trends in strategic communication, corporate communications and public relations worldwide with 2,710 participants from 43 countries. Insights about CEO communication and positioning, crisis communication, digital gatekeepers, social media skills, international communication, status and budgets, and much more. Conducted by 11 renowned European universities, led by Prof Dr Ansgar Zerfass, University of Leipzig, Germany, & BI Norwegian Business School, Oslo. PDF download and previous versions of this annual survey are available at http://www.communicationmonitor.eu
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.
The study is based on responses from 1,200 communication professionals in 23 countries. It surveys the status quo and trends of strategic communication, public relations and communication management across East, South and South-East Asia, Australia and New Zealand. Topics covered include the future relevance of mass media, communciation channels, social media skilles, measurement and evaluation, job satisfaction, and characteristics of excellent communication departments.
Living up to highest academic standards, the Asia-Pacific Communciation Monitor has been conducted by a research team of professors from leading international universities, headed by Jim Macnamara (Sydney), May O. Lwin (Singapore), Ana Adi and Ansgar Zerfass (Leipzig).
The Monitor is jointly organised by the Asia-Pacific Association of Communication Directors (APACD), Quadriga University of Applied Sciences and the European Public Relations Education and Research Association (EUPRERA), supported by PRIME Research International, a global leader in strategic communication research.
The Asia-Pacific Communication Monitor uses a similar methodology as the European Communication Monitor and the Latin-American Communication Monitor, making it part of the largest study in the field of strategic communication worldwide. More resources, including a web video hightlighting the results, are available for free at www.communicationmonitor.asia.
This is the 2011 annual survey on future trends in communication management and public relations
The European Communication Monitor is a transnational survey on strategic communication worldwide.
It has been conducted for the fifth time in 2011 with more than 2,20 participating professionals from more than 40 countries.
The next survey will be conducted from March 1-31, 2012.
Find them online at http://www.communicationmonitor.eu
If you are a communications profession in Ireland and interested in learning about how to integrate social media into your communications plan then visit the PR Institute of Ireland website for details of the Certificate in Social Media Communications, the foremost programme of its kind in Ireland and one that has been running since 2009. http://www.PRII.ie
Disclosure: I am the programme leader for the course.
The 15th annual edition of the European Communication Monitor - the largest academic study worldwide on the strategic communications and PR profession - is based on interviewing 2,644 communication professionals from 46 European countries, providing valuable insights for public relations, corporate communications and public affairs.
As well as digital transformation of communications as the main topic, the survey explores the use of video-conferencing for stakeholder communications and changing roles of communicators when helping to create value for their organisations or clients. Salaries, key strategic issues as well as the characteristics of excellent communication departments have all been researched with more detailed analysis for 22 countries.
The study reveals that digital transformation is in progress, but few communication departments or agencies have reached maturity – 39.2 per cent of practitioners across Europe describe their unit as immature in both digitalising stakeholder communications and building digital infrastructure. Nonetheless, video-conferencing is here to stay – it is more frequently used for communication with employees and clients than with journalists and less valued by stakeholders in Eastern and South-Eastern Europe. Communication practitioners take on different roles simultaneously in their daily work – a trend to watch is the Advisor role who helps top management make better business decisions. Last but not least, professionals working in excellent communication departments are more engaged in coaching or advising executives and colleagues at all levels of the hierarchy
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), Ralph Tench (Leeds), Ángeles Moreno (Madrid) and Alexander Buhmann (Oslo) are supported by national research collaborators who are professors at renowned universities across the continent.
The European Communication Monitor 2021 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 and digital communications partner Fink & Fuchs. National partners are The Nordic Alliance for Communication & Management (#NORA) hosted by BI Norwegian Business School. Norway, and the Center for Strategic Communication (CECOMS) at IULM University in Milan, Italy.
The 14th annual edition of the European Communication Monitor - an academic study on the strategic communications and PR profession - investigates six major issues for communication leaders: ethical challenges and resources for the communications profession; cyber security and communications; assessing and advancing gender equality; strategic issues and communication channels; status quo and future needs for competency development. The study also identifies drivers of excellence in each field. This allows readers to evaluate their own organisation and identify needs for improvement.
This edition of the ECM is based on responses from 2,324 communication professionals working in companies, non-profits, governmental organisations and agencies from 44 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 digital communication channels bring along new ethical challenges, but the majority of communication professionals are lacking up-to-date resources to tackle them. While three out of four communication departments employ more women than men, still only one out of two top leaders in the field are women. The main barriers identified are a lack of flexibility and intransparent promotion policies within organisations. Communication practitioners fear the hacking of websites and social media accounts – they are often involved in handling cyber security issues, but seldom help to build resilience. Last but not least, large competence gaps are identified in the fields of technology and data, although communication professionals have completed an average of 19 training days in 2019.
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 2020 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. National partners are The Nordic Alliance for Communication & Management (NORA) hosted by BI Norwegian Business School. Norway, and the Center for Strategic Communication (CECOMS) at IULM University in Milan, Italy.
ComGap 2014 Report: Mind The Gap - How the public and public relations profes...Communication Monitor
The ComGap 2014 study explores communicating leadership and social media communications from the perspectives of communication / public relations professionals perceptions and the general public in 10 European countries. It is based on thorough academic standards, combining a representative poll among the general public in those countries with a survey of 1,346 communication professionals in the same markets. The public poll samples the views of 4,054 citizens and is weighted for age and gender. The survey of communication professionals looks at the trends of communication management across Europe.
The study has been authored by Professors Ansgar Zerfass (Leipzig / Oslo), Ralph Tench (Leeds), Angeles Moreno (Madrid), Piet Verhoeven (Amsterdam), Dejan Vercic (Llubljana) and Joachim Klewes (Düsseldorf), supported by Markus Wiesenberg (Leipzig).
ComGap is a joint project by Ketchum, London, and EUPRERA, the European Public Relations Education and Research Association, Brussels, delving deeper into issues explored by the European Communication Monitor (ECM) 2014 survey.
Details results in national languages are available for Austria, Denmark, France, Germany, Italy, Netherlands, Norway, Spain, Sweden, United Kingdom upon request. Contact: info@communicationmonitor.eu
Based on responses from more than 1,500 professionals from 37 countries, this is the most comprehensive analysis of the European market until now. It identifies new challenges for the field of communication 2008-2011.
Some of the insights are:
- communication management plays a major role in European organisations, but its decision-making power is weaker in Europe than in the USA;
- professionals expect that by 2011 corporate communication will succeed today`s forerunner marketing/consumer communication as the most important field of practice;
- internal/change communication and sustainability/CSR are predicted to be the fastest-growing disciplines within communication management in Europe;
- professionals see three major challenges for the future: linking their function to business strategies, dealing with sustainable development and social responsibility, and coping with the digital evolution and the social web
The study has been coordinated by Prof. Dr. Ansgar Zerfss, European Public Relations and Research Association (EUPRERA), University St. Gallen, in association with EACD and Communication Director magazine..
The first edition of the North American Communication Monitor (NACM) is a comprehensive report on strategic issues, practices and roles for communication professionals in Canada and the United States. The NACM is organized by The Plank Center for Leadership in Public Relations at the University of Alabama. It has been conducted by an academic research team consisting of Professors Bryan H. Reber, Juan Meng, Bruce K. Berger, Karla K. Gower, and Ansgar Zerfass. The study joins existing Communication Monitors in Europe, Latin America and Asia-Pacific in providing the largest and only truly global study for the profession based on sound empirical standards. The goal is to stimulate and promote the knowledge and practice of excellent communication management worldwide.
The NACM 2018/19 includes perceptions and insights from 1,020 communication professionals in North America (255 in Canada and 765 in the U.S.). The study tracks top-of-mind trends like fake news and strategies to deal with it, and identifies the most pressing strategic issues today for communicators, nearly half of whom (49.4%) said trust was the most crucial issue.
The study also explores professionals’ perceptions of their organizational cultures and their leaders’ performance, and shows how strongly culture and leaders affect employees’ work engagement, trust and job satisfaction. The NACM 2018/19 also asked the professionals about stress levels in this hyper-speed profession, and three were mentioned most often: lack of advancement opportunity (34.3%), heavy work load (33.6%) and information overload (33.3%).
Other areas in the report focus on professionals’ social media skills and management knowledge, and the contributions they make to organizational success.
Full information about the NACM is available at http://plankcenter.ua.edu/north-american-communication-monitor/
Empirical study exploring leadership perceptions and practices among communication professionals and PR managers (n = 1,766) in corporations, nonprofit organizations (including governmental, political, educational) and agencies. The research led by Prof. Dr. Ansgar Zerfaß (University of Leipzig) and Prof. Dr. Ulrike Röttger (University of Münster) is part of a global research project with quantitative and qualitative methods in 8 cultural regions and 23 countries. Focus and research questions: Important issues for leaders in PR and communication management - Conditions for leadership, leadership abilities and qualities - Strategies and actions implemented by leaders to deal with important issues - Development of future leaders - Personal beliefs and perceptions about leadership.
This annual study is conduct by EUPRERA, in partnership with EACD and Communication Director magazine, around Europe among +1.990 communication professionals, establishing short-medium term communication trends.
Despite growing investments in and increased use of social media, many companies, non-profit organizations, governmental institutions and associations are far from utilizing the full potential of these communication channels. This is revealed by the study “Social Media Governance 2011”, a joint research project organized by the University of Leipzig, pressesprecher magazine, and Fink & Fuchs Public Relations. The study was conducted for the second time this year, following a pilot study in 2010. A total of 596 corporate communication managers in Germany, Austria and Switzerland were surveyed. The study investigated the status quo of Social Media Governance, i.e. the status of regulatory frameworks for the strategic management of social media activities in organizations, identified the parameters and prerequisites for communicating on the social web, and examined the associated changes in the daily work and the required level of expertise.
International public relations is a part of daily business for more than 90 per cent of CCOs in Europe, with nearly a quarter of them dealing with 20 countries or more. Sensitivity to multiple cultures while preserving the core identity and ability to change are the main challenges, along with the language(s) problem where introduction of English as the business lingua franca is only a partial solution. Only about a half of COOs reported solid structures for international public relations operations.
As the old saying goes, if you don’t communicate, you don’t exist. Today, inorder to bring this idea up-to-date, we may say that we don’t exist if we don’t communicate internationally. Internationalization as well as the digital world and management of risks associated with these environments, are fundamental for a new communication that professionals are facing today.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references to the 2013 European Communication Monitor, drawn up by the European Public Relations Education and Research Association (Euprera), the European Association of Communication Directors (EACD), and sponsored by Ketchum-Pleon.
Managing CEO positioning and international communication: Insights from interviews with corporate communication leaders. This follow-up study to the European Communication Monitor 2013 is based on qualitative interviews with 53 global heads of communication of major corporations based in Europe, and on quantitative data from 579 respondents heading corporate communication departments in 39 countries. The report discusses the importance of CEOs for corporate reputation, practices and trends in CEO communication, as well as the impact of international value chains for the communication function and ways to develop new organisational structures and strategic visions. The study is a joint project by an academic research team from several universities within the framework of EUPRERA and Ketchum, a leading global communications firm operating in more than 70 countries.
Annual empirical study on status quo and trends in communication management and public relations in Europe. Conducted by renowned European universities within the framework of EUPRERA, led by Prof Ansgar Zerfass, U of Leipzig, Germany. Download the PDF and other editions of this annual survey at http://www.communicationmonitor.eu
Ergebnisbericht einer empirischen Studie zu Rahmenbedingungen und Praxis der Corporate Social Resonsiblity-Kommunikation in deutschen Unternehmen. Befragt wurden 103 Kommunikationsmanager mit Verantwortung für die CSR-Kommunikation. Inhaltlich geht es um Regelungsrahmen und Organisationsstrukturen, das CSR-Selbstverständnis, Strategien und Aktivitäten. Darüber hinaus wurden Kommunikationsstile, tägliche Routinen u.v.m. identifiziert. Die Studie ist Teil eines internationalen Forschungsprojekts der Universität Leipzig mit der Hong Kong Baptist University; sie wurde von der Deutschen Public Relations Gesellschaft und messagepool Nachhaltigkeitskommunikation unterstützt.
Studie Social Media Governance 2010 - ErgebnisberichtFink & Fuchs AG
Studiensteckbrief
• Studiengegenstand: Status quo der Social Media Governance, also der Existenz von Ordnungsrahmen für das strategische Management von Social-Media-Aktivitäten in deutschen Organisationen. Identifikation von Einflussfaktoren, Chancen, Risiken und Grundlagen für Kommunikation im Zeitalter des interaktiven Internets.
• Stichprobe: 1.007 Kommunikationsmanager aus börsennotierten und nicht börsennotierten Unternehmen, Behörden, politischen Organisationen oder Verbänden und Non-Profit-Organisationen in Deutschland, darunter 37 Prozent mit Leitungsfunktion.
• Initiatoren: Gemeinschaftsprojekt der Universität Leipzig, des Magazins Pressesprecher (Berlin) und der PR-Agentur Fink & Fuchs Public Relations (Wiesbaden). Ergebnisse via www.socialmediagovernance.eu
Ergebnisbericht der Studie Mittelstandskommunikation 2016Fink & Fuchs AG
Das gemeinsame Forschungsprojekt der Universität Leipzig und der Fink & Fuchs Public Relations AG knüpft mit Unterstützung des Magazins pressesprecher an die Studie „Mittelstandskommunikation 2015“ an. Die Fortsetzung der Studie fragt, welche Faktoren die Professionalisierung und Digitalisierung der Kommunikation im Mittelstand beeinflussen und welche Rolle dabei das Management spielt.
The Future of Wearable Tech report in collaboration with iQ by intel identifies 10 trends and three major themes that point to the evolving form and function of wearable devices and their influence on the way we live, work and socialize. In our Connected Intimacy theme, we explore how wearables are revolutionizing the way we communicate information about ourselves and maintain relationships over any distance. With the Tailored Ecosystem theme, we look at how these devices are personalizing the world around us and adapting to our ever-changing needs. While the Co-Evolved Possibilities theme considers the potential and promise of a closer union between humans and technology and its impacts on our natural abilities.
Within these themes, we take an in-depth look at each of the key trends, bringing them to life with best-in-class examples and connecting the dots with takeaways to help spark thinking and discussion. As you click through the following slides, we hope you find inspiration and innovation that you can leverage and share within your own organization.
For more information about the report visit:
http://www.psfk.com/publishing/future-of-wearable-tech
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Go to labs.psfk.com to learn more about accessing in-depth trend reports on industries, markets, and topics, database access, workshops, presentati
The 2012 Edelman Trust Barometer examines trust in four key institutions -- government, business, media, and NGOs -- as well as communications channels and sources.
Ergebnisbericht einer Befragung von Privatanlegern in Deutschland: Wie und mit welchen Informationen will diese wichtige Zielgruppe der Finanzkommunikation versorgt werden, welche Rolle spielen Internet und Social Media, wo liegen heute noch Defizite? Eine Studie des Instituts für Kommunikations- und Medienwissenschaft der Universität Leipzig gemeinsam mit der Deutschen Schutzvereinigung für Wertpapierbesitz e.V. (DSW), der Schutzgemeinschaft der Kapitalanleger e.V. (SdK) und der Deutsche EuroShop AG untersucht. Befragt wurden mehr als 500 Privatanleger in Deutschland mit monetärem Engagement in Aktien, Investmentfonds und/oder Unternehmensanleihen. 69 Seiten, PDF, Mai 2012.
The 16th annual edition of the European Communication Monitor – the world’s longest-running survey of the communications profession – is based on interviewing 1,672 communication professionals from 43 European countries. It provides valuable insights for public relations, corporate communications and public affairs.
The study examines whether and how much-discussed developments in societies and organisations resonate in today’s communication profession: these include ambitions to recognise diversity, equality and inclusion, and the trend towards a more empathic leadership style. Moreover, the digitalisation of communication departments and agencies and the dynamics of consulting in communications are explored. Salaries, key strategic issues as well as the characteristics of excellent communication departments have all been researched with more detailed analysis for 22 countries.
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), Ángeles Moreno (Madrid), Dejan Verčič (Ljubljana), Ralph Tench (Leeds), and Alexander Buhmann (Oslo) are supported by national research collaborators who are professors at renowned universities across the continent.
The European Communication Monitor 2022 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 and digital communications partner Fink & Fuchs. Regional partners are The Nordic Alliance for Communication & Management (#NORA) hosted by BI Norwegian Business School, Norway, and the Center for Strategic Communication (CECOMS) at IULM University in Milan, Italy.
The State of Our Art: Latest Trends in the Field of European CommunicationsDavid Willows
Presentation given at the CASE Europe Annual Conference 2009 (Liverpool, UK) in collaboration with the European Association of Communication Directors.
Managing CEO positioning and international communication: Insights from interviews with corporate communication leaders. This follow-up study to the European Communication Monitor 2013 is based on qualitative interviews with 53 global heads of communication of major corporations based in Europe, and on quantitative data from 579 respondents heading corporate communication departments in 39 countries. The report discusses the importance of CEOs for corporate reputation, practices and trends in CEO communication, as well as the impact of international value chains for the communication function and ways to develop new organisational structures and strategic visions. The study is a joint project by an academic research team from several universities within the framework of EUPRERA and Ketchum, a leading global communications firm operating in more than 70 countries.
The world's first study on the use of management tools in strategic communication, based on a survey among chief communication officers and communication managers with responsibility for strategy, steering or controlling in leading companies. It identifies the Top 12 tools for practitioners as well as the best-known and least known tools, and the satisfaction with different procedures. The relevance for implementing tools and knowledge gaps are shown, as are drivers influencing the use of management tools in communications. The study organized by Leipzig University and Lautenbach Sass complements research on the most popular management tools conducted by consultancies like Bain for more than a decade.
Communication management tools are methods, procedures, standard processes and frame-works (thinking tools) for the analysis, planning, implementation and evaluation of communication activities in organisations, and for steering those processes. They are implemented according to a uniform scheme and can be used in a wide variety of situations. Management tools provide orientation and make everyday work easier by enabling practitioners to perform frequently occurring tasks in a uniform, routinized and comprehensible manner.
Such tools are widely used in business management and management consulting. But what about corporate communications? To what extent do communicators use tools for analysing, planning, implementing and evaluating communication activities? The results show that there is still room for improvement. In addition to classic, more operational PR tools, more established management tools should be adapted. A toolbox tailored to your own needs is essential for the further development of the communications department – and for being recognized as a trusted partner by top management.
Planning for impact: Basic communication strategiesODI_Webmaster
This presentation from Jeff Knezovich of the Overseas Development Institute was given at a workshop held on research packaging at ESRF in Tanzania in August 2008. It was prepared for the Micro-level Perspectives of Growth project currently being undertaken by the University of Dar es Salaam Department of Economics. More information on the project can be found at http://www.esrftz.org/mlpg
The European Communication Monitor 2023 (ECM) Report provides an overview on the field’s changing status and on emerging or disappearing trends over more than 15 years. It presents and interprets data from almost 40,000 respondents in 50 countries collected in surveys between 2007 (when Twitter took off) and 2022 (when ChatGPT entered the scene).
A look back at the most important strategic issues over the years is combined with a look ahead to identify five areas of action for communication leaders and develops 15 theses based on summarising longitudinal empirical insights and current research literature.
Dynamic developments in the fields of media, technology and public opinion building have transformed societies across Europe since the beginning of the 21st century. This has also changed the way companies, non-profits, governmental organisations, and agencies working on their behalf communicate with internal and external stakeholders. Professionals working in the field called strategic communication, corporate and organisational communication, public relations, or communication management face many challenges and see even more opportunities to leverage their expertise.
The ECM is an international research project by leading universities in the field, organised by the European Public Relations Education and Research Association (EUPRERA) and the European Association of Communication Directors (EACD) supported by premium partner Cision as well as partners CECOMS, #NORA, and Fink & Fuchs. The study series generates insights that stimulate practice, support
theory development, and guide education in universities across the continent. Additional knowledge has been gained through parallel studies in Latin America, North America and Asia-Pacific.
All ECM reports (2007–2023) and additional literature is available at www.communicationmonitor.eu
The European Communication Monitor 2009 reveals that 73% of Communication professionals are taken serious by senior management, internal communication and change management + CSR and sustainability are the disciplines to be increased, linking business and communication (47,3%) and coping with digital evolution and social web (45%) are the most strategic issues for 2010, online communities (7%) and online videos (11,6%) are leading the field...
Full report the_global_pr_communication_model_2021_ga_corporate_excellence.02Ramkumar Singaram
The Global PR and Communication Model defines the roadmap and building blocks for the PR and Communications role, providing professionals with a toolkit that includes all the resources, capabilities and skills needed for creating organisations with solid reputations that generate trust. It has been developed based on a review of existing models and methodologies and the views of over 1,400 professionals and academics from 47 countries in 5 different regions. It aims to become the framework for the future of Communications, Reputation and the management of the most powerful intangible assets.The Model is structured around 5 strategic Building Blocks.
https://iprn.com , https://catalystpr.in
This academic study on the status quo and future of strategic communication and public relations is based on responses from 1,046 communication professionals working in different types of organizations (25.6% in Canada and 74.4% in the United States). The sample achieved a fairly balanced gender split (47.7% men and 52.1% women) for accurate comparisons. The average age of participants was 41.2 years.
This newest edition of the NACM is part of the Global Communication Monitor series and joins existing studies in Europe (ECM 2020), Latin America (LCM 2020-2021) and Asia-Pacific (APCM 2020-20201) to explore diverse topics, including COVID-19 and communication professionals’ responses, ethical challenges and resources for communication professionals, cybersecurity and communications, gender equality in the profession, strategic issues and communication channels, competency development, salaries, and characteristics of excellent communication departments.
Highlight results include:
• Seven out of 10 professionals were satisfied with their organization’s communication and management during the COVID-19 pandemic, although the satisfaction level significantly decreased as the scope of the leadership responsibility decreases.
• Professionals in the U.S. were significantly more likely than their Canadian counterparts to report ethical challenges, and most ethical concerns are related to social media strategies.
• More than half of professionals confirmed their organization had been a victim of cyberattack or data theft.
• Nearly half (49.5%) of surveyed women acknowledged the impact of the glass ceiling in leadership advancement.
• While building and maintaining trust remains as the top strategic issue for the communication profession, tackling diversity, equity and inclusion (DEI) presents a pressing need.
• Professionals recognize the need to improve competencies, especially in data, technology, and management.
The study has been organized by The Plank Center for Leadership in Public Relations - see www.plankcenter.ua.edu for more details.
This full report (102 pp., PDF) for the Asia-Pacific Communication Monitor (APCM) 2020/21 is based on a survey of 1,155 communication professionals working in companies, non-profits, governmental organisations and agencies across 15 countries and territories in the region including China, Hong Kong and Macau (SAR), Taiwan, Vietnam, Philippines, Thailand, India, Singapore, Brunei, Malaysia, Indonesa, New Zealand and Australia.
The bi-annual study is part of the global Communication Monitor series, which provides valuable insight into the communication industry and its future.
The APCM 2020/21 explored the importance of strategic issues and communication changes over time, ethical challenges for practitioners and how they deal with them, gender equality, and competency gaps and development in communications.
Characteristics of excellent communication departments as well as differences between countries and types of organizations are identified by means of statistical analyses.
Trust in Communicators 2019 Study: How the general population trusts journali...Communication Monitor
The "Trust in Communicators" (TiCS) study has been conducted by researchers from Leipzig University, Leeds Beckett University, and IULM University Milan within the framework of EUPRERA, facilitated by Cision Insights and Fink & Fuchs. It is linked to the European Communication Monitor research project. The study combines representative polls of adults aged 16 to 64 from Germany, Italy and the United Kingdom with a survey of communication practitioners in the same countries.
The public poll highlighted that communication and PR professionals are trusted and recognised more highly in the UK than in Germany or Italy. However, the general public has a high-level of distrust in these professionals. A trust gap was identified between communications and PR professionals and journalists, but it was not as wide as expected and is closing.
Information about organisations is often spread by people who are not acting in a professional communication role – i.e. organisational advocates such as supportive customers (fans, brand ambassadors), experts in the field (academics, consultants) or activists with overlapping interests. The polls found that external experts are the most trusted of these advocates, but all are trusted more highly than communication and PR professionals. Efforts should be focussed on enabling these advocacy groups to promote the trust-building process. The polls also revealed that the general population has fuzzy perceptions about the goals and activities of PR professionals.
Whilst communication and PR professionals misperceive the public’s opinion about them and overestimate public trust. These professionals also misjudge their role in the trust-building process and ignore public trust in external advocates.
The full report (PDF, 38 pp.) is available for download.
The 2018/19 edition of the Latin American Communication Monitor (LCM) is based on responses from 1,165 public relations and communication management professionals representing 19 countries of the subcontinent. Since 2014, the LCM has become the largest study of the profession in Latin America and each edition has had greater participation and relevance. It is organized by the European Public Relations Education and Research Association (EUPRERA) together with the Spanish Association of Communication Managers (Dircom) and Fundacom as a strategic partner.
This third edition (2018-2019) includes questions about the challenges
and trends that impact the field of strategic communication, such as the phenomenon of fake news; the provision of strategic information to senior organizational executives; indicators of organizational leadership and culture; work engagement and trust; work practices, stress and job satisfaction; and the characteristics of excellent departments and professionals.
The objective of the project in Latin America is to improve the knowledge of professional practice, evaluating trends to analyze the changes taking place in the sector. At the same time, the research aims to make visible the role of Spanish and Portuguese speaking communicators in the world and thus empower professionals within their organizations, as well as sector associations within their social environment.
The study is carried out by a group of researchers from eleven prestigious universities, under the academic direction of Dr. Ángeles Moreno from the Universidad Rey Juan Carlos (Spain) and Dr. Juan Carlos Molleda, from the University of Oregon (USA) and the executive direction of Dr. Alejandro Álvarez Nobell from the Universidad Nacional de Córdoba (Argentina).
Full information about the LCM is available at www.latincommunicationmonitor.com
The second edition of the largest study exploring trends in strategic communication in key markets in the region. In Spanish language.
Full information about the LCM is available at www.latincommunicationmonitor.com
The Latin American Communication Monitor (LCM) is the largest study of strategic communication and public relations in Latin America. The first edition is based on responses from 803 communication professionals in 18 countries.
Latin American communication professionals mostly opt for online media when building relationships with stakeholders, gatekeepers, and audiences (80%), and believe that connect the overall strategies of the organization with the communication strategies will be the main challenge over the next three years. These are some of the conclusions of the Latin American Communication Monitor, an ambitious study of the profession organized by the European Public Relations Education and Research Association (EUPRERA) in strategic partnership with the Association of Communication Executives (Dircom, Spanish acronym) and sponsored by FCC.
Work overload affects most professionals surveyed (75.5%). Close to 36% works at least 25% more and 11.8 % lengthen their working day more than 50% of the time agreed in their contract. In addition, more than half of Latin American professionals do not feel satisfied with their career opportunities (54%) or with their salary (64%). In fact, wage compensation, access to managerial posts, career status, and career opportunities favor men. Not surprisingly, a longitudinal analysis shows that the professionalization of communication management has practically not evolved in the last five years. The research results are conclusive; however, about the growing influence of the communication function, only 27.9% of professionals is part of the executive committee within their organizations.
The Latin American Communication Monitor (LCM) is a transnational research conducted by academics of 11 prestigious universities in Latin America, Spain, and the United States, under the direction of Angeles Moreno, of the University Rey Juan Carlos (Madrid, Spain) and Juan-Carlos Molleda of the University of Florida (USA). More than 20,000 professionals of strategic communication and public relations of companies, government organizations, and NGOs in Latin America were invited to participate in the survey conducted between October 2014 and February 2015. Data analysis and results are based on 803 cases of communication and public relations professionals from 18 countries: Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Cuba, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Peru, Dominican Republic, Uruguay, and Venezuela.
Full information about the LCM is available at www.latincommunicationmonitor.com
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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European Communication Monitor - ECM 2012 - Results
1.
2.
3. EUROPEAN
COMMUNICATION
MONITOR 2012
CHALLENGES AND COMPETENCIES FOR STRATEGIC COMMUNICATION
RESULTS OF AN EMPIRICAL SURVEY IN 42 COUNTRIES
Ansgar Zerfass, Dejan Verčič, Piet Verhoeven, Angeles Moreno & Ralph Tench
A study conducted by the European Public Relations Education and Research Association (EUPRERA),
the European Association of Communication Directors (EACD) and Communication Director magazine
5. Content
Foreword and Introduction 6
Research design 8
Methodology and demographics 10
Ethical challenges and standards 18
Professionalisation and accreditation 36
Practice of strategic communication 42
Strategic issues, power and influence 52
Social media: Importance, implementation and skills 62
Professional training and development 76
Management, business and communication qualifications 86
Recruiting young professionals 100
Salaries 106
References 114
Partners and Sponsor 117
Advisory Board 120
Authors and Research Team 121
5
6. Foreword
The past year has seen many economic and political upheavals which continue to change the
work environment for the communications profession, and the 2012 European Communication
Monitor examines the various challenges this volatile context poses for communicators and
their daily work.
This year’s survey looks for the first time at ethical challenges in communications, a topic that
a majority of participants say is more important to them than five years ago. While only 29%
of communicators resort to existing professional codes of ethics to address moral problems,
93% see a clear need for them, with national and international professional associations being
their preferred providers: a challenge that we as an association must address.
The integration of communication into business strategies continues to be a vital concern for
communication professionals, only narrowly topped by digital and social media. For efficient
strategic communication, practitioners need to possess a broad set of skills; finding qualified staff constitutes an on-
going concern for heads of communication. Management skills are the most sought-after; however, there exists a big
gap between demand and supply. While practitioners are confident in analysis, planning and leadership, they are less
so in finances, organisation and control. These are important findings that our association will take on board as we
discuss qualification and education in our field.
I hope this year’s ECM will provide you with valuable insights for your daily business and vocational training – it will
certainly continue to inspire our work as a pan-European association.
Dr. Herbert Heitmann
President, European Association of Communication Directors (EACD)
6
7. 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 participants
from 42 countries, the annual survey is the largest study in the practice and the future of communication
management and public relations worldwide.
I would like to thank everyone who has participated in the survey. Also, on behalf of the research team and advisory
board, I express my gratitude to Anne Ihle and Ronny Fechner for the ongoing support, as well as to our partners
EACD and Communication Director magazine, and to our sole sponsor Ketchum Pleon.
Prof. Dr. Ansgar Zerfass
Professor of Communication Management, University of Leipzig, Germany &
Executive Director, European Public Relations Education and Research Association (EUPRERA)
7
9. Key Facts
European Communication Monitor 2012
Most comprehensive analysis of communication management and public relations worldwide
with 2,185 participating professionals from 42 countries
Annual research project conducted since 2007 by a group of professors from 11 renowned universities
across Europe, led by Prof. Dr. Ansgar Zerfass, University of Leipzig (Germany)
Organised by the European Public Relations Education and Research Association (EUPRERA),
European Association of Communication Directors (EACD) and Communication Director Magazine
Sponsor: Ketchum Pleon
Research topics in 2012: Ethical challenges and standards; professional accreditation and certification;
practice of communication in organisations; integrating and coordinating communications; strategic
issues in communication management; power and influence of the communication function;
importance and implementation of social media; digital technology skills; professional training and
development; level and sources of management, business and communication qualifications;
recruiting young professionals; salaries of communication professionals; comparative analysis
(Europe vs. USA) and longitudinal analysis (annual development since 2009) of selected insights
9
11. Methodology
Survey method and sampling
Online survey in March 2012 (4 weeks), English language
Questionnaire with 19 sections and 30 questions, based on hypotheses and instruments derived from
previous research and literature
Pre-test with 33 practitioners in 13 European countries
Personal invitation to 30,000+ professionals throughout Europe via e-mail based on a database
provided by EACD; additional invitations to participate via national branch associations and networks
(partly self-recruiting); 4,017 respondents and 2,295 fully completed replies
Evaluation is based on 2,185 fully completed replies by participants clearly identified as part of the
population (communication professionals in Europe)
Statistical analysis
Methods of empirical research, descriptive and analytical analysis (using SPSS)
Statistical evaluation of agreement has been performed by Pearson's chi-square tests (x²), Spearman's
rank correlation tests (rho), Kendall's rank correlation (tau b), independent samples T-tests or one-way
ANOVA/Scheffe post-hoc tests
Results are classified as * significant (p ≤ 0.05) or ** highly significant (p ≤ 0.01) where appropriate;
significant correlations are also marked in the footnotes
11
12. Research framework and questions
Person (Communication professional) Organisation
Demo- Education Job status Professional Structure Culture Country
graphics experiences
Type of organisation, Characteristics of European country, Q 37
Age, Q 31 Academic Position and Experience of ethical
(joint-stock company, organisational culture,
qualification, hierarchy level, challenges, Q 1 European region, Q 37
Gender, Q 32 private company, non- Q 25
Q 34 Q 29
Experience on the job profit, governmental,
Membership in
Communica- Dominant areas (years), Q 33 agency), Q 28
association(s),
tion qualifi- of work, Q 30
Q 36
cations, Q 35
Communication function
Advisory Executive
influence, Q 26 influence, Q 27
Situation Perception
Usage of professional code of Management skills, Q 21 Ethical issues in the field, Q 2 Best approaches to acquire
ethics, Q 3 digital skills, Q 13
Personal income, Q 38 Need for a code of ethics and
Practice of communication (time suitable providers, Q 4 Effectiveness of sources for
Integrating and coordinating professional training, Q 19
spent for key tasks), Q 7 Professional accreditation and
communications, Q 8
Personal skills in using digital certification, Q 5 Need to develop skills and
Implementation of social media knowledge, Q 20
technologies, Q 12 Barriers for professionalisa-
tools, Q 11
Evaluation knowledge and skills, tion, Q 6 Effectiveness of training measures
Skills and knowledge training for management and business
Q 14, Q 15 Most important strategic
offered or facilitated by the skills, Q 22
Personal training and develop- organisation, Q 20 issues, Q 9
ment (days spent), Q 16, Q 17 Importance of social media
Important criteria when recruiting
Sources used for personal young professionals, Q 23, Q 24 tools, Q 10
training and development, Q 18
12
13. Demographic background of participants
Position Organisation
Head of communication, 42.7% Communication department
Agency CEO joint stock company 29.3%
private company 19.9%
Responsible for single 29.0% 78.4%
government-owned, public sector,
communication discipline,
political organisation 16.4%
Unit leader
non-profit organisation, association 12.8%
Team member, 20.7% Communication consultancy, 21.6%
Consultant PR agency, Freelance consultant
Other 7.5%
Job experience Gender / Age
Up to 5 years 16.0% Female 57.6%
6 to 10 years 26.3% Male 42.4%
More than 10 years 57.7% Age (on average) 41.5 years
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals in 42 European countries. Q 28 / Q 29 / Q 31 / Q 32 / Q 33. 13
14. Countries and regions represented in the study
Respondents are based in 42 European countries and four regions
Northern Europe Western Europe Eastern Europe Southern Europe
29.6% (n = 646) 30.5% (n = 666) 10.7% (n = 234) 29.2% (n = 639)
Denmark Austria Armenia Albania
Estonia Belgium Bulgaria Bosnia and Herzegovina
Finland France Czech Republic Croatia
Iceland Germany Hungary Cyprus**
Ireland Luxembourg Moldova Greece
Latvia Netherlands Poland Italy
Lithuania Switzerland Romania Macedonia
Norway Russia Malta
Sweden Slovakia Montenegro
United Kingdom Ukraine Portugal
Serbia
Slovenia
Spain
Turkey**
Vatican City
In this survey, the universe of 50 European countries is based on the official list of European Countries by the European Union (http://europa.eu/abc/
european_countries). Countries are assigned to regions according to the official classification of the United Nations Statistics Division (http://unstats.
un.org/ unsd/methods/m49/m49regin.htm). Countries marked * are not included in the UN classification; countries marked ** are assigned to Western
Asia. These countries were collated like adjacent nations. No respondents were registered for this survey from Andorra, Azerbaijan, Belarus, Georgia, 14
Kosovo, Liechtenstein, Monaco, San Marino.
15. Personal background of respondents
Communication qualifications
Academic degree in communication (Bachelor, Master, Doctorate) 43.1%
Professional certificate in public relations / communication management 25.9%
Professional certificate in other communication discipline 14.8%
Highest academic educational qualification
Doctorate (Ph.D., Dr.) 7.3%
Master (M.A., M.Sc., Mag., M.B.A.), Diploma 57.6%
Bachelor (B.A., B.Sc.) 27.6%
No academic degree 7.5%
Membership in a professional organisation
EACD 14.2%
Other international communication association 12.1%
National PR or communication association 52.5%
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals. Q 34 / Q 35. 15
16. Male professionals are more likely to hold a Doctorate or no degree,
while most female practitioners are qualified at the Master level
Gender
Academic Female Male Total
degree
Doctorate
5.2% 10.0% 7.3%
(Ph.D., Dr.)
Master, Diploma
(M.A., M.Sc., 60.4% 53.8% 57.6%
Mag., M.B.A.)
Bachelor
27.7% 27.5% 27.6%
(B.A., B.Sc.)
No academic degree 6.6% 8.6% 7.5%
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals. Q 34. Significant differences among female and male
16
practitioners on all qualification levels (chi-square test, p ≤ 0.05).
17. Organisational cultures: Different types within the sample
Joint stock Private Governmental Non-profit Agencies/
companies companies organisations organisations Consultancies
Integrated culture
52.7% 56.5% 44.1% 57,9% 77.8%
(participative – proactive)
Interactive culture
5.9% 6.5% 6.1% 4.3% 6.8%
(participative – reactive)
Entrepreneurial culture
21.7% 15.7% 26.8% 22.9% 7.8%
(non-participative – proactive)
Systematised culture
19.7% 21.4% 22.9% 15.0% 7.6%
(non-participative – reactive)
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 1,185 PR professional in communication departments. Q 28: How would you perceive your
organisation regarding the following attributes? participative/non-participative, proactive/reactive. Scale derived from Ernest 1985. Significant differences
17
between all groups (chi-square test, p ≤ 0.05).
19. Chapter overview
Like anyone else, communication professionals sometimes face situations where particular activities might be legally acceptable, but
challenging from a moral point of view (Bowen, 2010). Six out of ten communication professionals in Europe report that they have
encountered such situations in their daily work within the last twelve months. 35% of the respondents have actually experienced several
ethical challenges. The survey shows that ethical issues are much more relevant than five years ago, driven by compliance and transparency
rules (a statement supported by 77% of the respondents). Moreover, the increase in social media (72%) and the international character of
communication today make communication more challenging from an ethical standpoint than before (57%).
These figures show that there is a high appearance and awareness of ethical problems in the world of strategic communication.
Professionals working in the areas of governmental relations, lobbying, public affairs and in the areas of online communication and social
media encounter most ethical challenges. Two thirds of them faced such problems at least once last year. Less ethical questions were
perceived in the fields of internal and international communication. The results show that ethical questions are more prevalent in Eastern
Europe, compared to Western, Northern and Southern Europe. Also professionals working in consultancies and non-profit organisations are
more confronted with the ethical side of public relations than professionals working in governmental organisations, private companies and
joint stock companies.
Despite the variety of challenges and the intense debate on codes of ethics in the profession over many years, the majority of European
communication practitioners has never used such a code, e. g. the code of Athens, to solve moral problems. Only a minority of 29% has ever
applied a code in their daily work. Logically, professionals with more than ten years work experience have used codes of ethics significantly
more often (31%) than younger colleagues with less than five years of experience (22%). Male communication professionals and members of
professional communication organisations use ethical codes more often than female professionals or professionals who are not affiliated to
associations. A country-by-country analysis reveals that the use of codes is surprisingly not used to a higher extent in countries with an
elaborated system of regulations and institutions like Germany (Avenarius, 2007; Bentele & Avenarius, 2009).
An explanation for the poor utilisation of overarching professional norms might be found in the low acceptance of current codes. Almost
32% of the professionals think that typical ethical codes provided by the PR profession today are outdated. Nevertheless, an overwhelming
majority of 93% finds that the communication profession really needs such rules. Most respondents take the view that national (30%) or
international professional associations (28%) are most suited to develop modern codes of conduct. Professionals working in companies
favour international associations, while all others prefer national associations as eligible providers of ethical codes. Even non members of
professional associations think that such associations are the most suitable providers. This point of view is shared across the continent.
It can be interpreted as a call for action to provide up-to date guidelines made to fit the digital age across Europe.
19
20. Six out of ten communication professionals in Europe report about
ethical challenges in their daily work
Ethical challenges experienced within the last twelve months?
Yes, several times
35.0%
No
43.2%
Yes, once
21.7%
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,137 PR professionals. Q 1: In your daily work, did you experience ethical challenges within the last 20
twelve months?
21. Ethical challenges in different fields of practice:
Public affairs and online communication are the most contested
Communication professionals working in …
Governmental relations, public affairs, lobbying 66.7% 33.3%
Online communication, social media 66.0% 34.0%
Media relations, press spokesperson 57.5% 42.5%
Marketing, brand, consumer communication 56.8% 43.2%
Strategy and coordination of communication 55.7% 44.3%
Consultancy, advising, coaching, key account 54.1% 45.9%
Overall communication 54.0% 46.0%
Internal communication, change 48.4% 51.6%
International communication 43.8% 56.3%
Ethical challenges (once or several times) No ethical challenges experienced within the last 12 months
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,137 PR professionals. Q 1: In your daily work, did you experience ethical challenges
21
within the last twelve months? Q 39: What are the dominant areas of your work (up to two selections per respondent).
22. Regional differences: Ethical challenges are more prevalent in Eastern Europe
30.6%
47.8% 43.2% 43.2%
22.3%
20.4% 22.1%
22.4%
47.2%
36.4% 34.7%
29.9%
Western Europe Northern Europe Southern Europe Eastern Europe
Several ethical challenges One ethical challenge No ethical challenges
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,137 PR professionals. Q 1: In your daily work, did you experience ethical challenges within the
last twelve months? Highly significant differences between regions (chi-square test / Cramer's V, p ≤ 0.01, V = 0.080). 22
23. Country-by-country comparison: Spain, Norway, Switzerland, Finland and France
report less ethical problems than other countries
31.9%
45.0% 44.4% 40.4%
51.2% 50.5% 50.0% 49.0% 46.5%
53.3% 52.9% 51.7%
24.4%
19.5% 22.8%
17.5% 18.0% 27.5% 29.1%
17.2% 16.5% 23.8% 21.1%
25.8%
43.7%
32.5% 33.0% 36.1% 36.8%
29.5% 30.6% 28.4% 26.1% 25.8%
22.5% 25.0%
Several ethical challenges One ethical challenge No ethical challenges
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,137 PR professionals. Q 1: In your daily work, did you experience ethical challenges within the last
twelve months? 23
24. Organisational breakdown: Communication professionals working in agencies
and consultancies are most likely to experience ethical dilemmas
39.7% 38.0%
46.9% 44.2% 45.3%
20.2% 22.6%
22.0% 19.5%
22.7%
35.2% 40.1% 39.3%
30.3% 33.9%
Joint stock companies Private companies Governmental Non-profit Consultancies &
organisations organisations agencies
Several ethical challenges One ethical challenge No ethical challenges
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,137 PR professionals. Q 1: In your daily work, did you experience ethical challenges within the last
twelve months? Significant differences between types of organisations (chi-square test / Cramer's V, p ≤ 0.05, V = 0.062). 24
25. Ethical issues are much more relevant than in former times, driven by
internationalisation strategies, compliance rules and social media practices
Communication professionals in Europe:
57.6%
state that they face more
ethical challenges than five years ago
77.3% 72.3% 57.4%
Compliance and transparency Social media communication Communicating internationally
rules force professionals to be brings about ethical challenges is more challenging from an
more cautious today that differ from other channels ethical standpoint
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals from 42 countries. Q 2: What do you think of these statements? Compliance
and transparency rules force professionals to be more cautious today. Social media communication brings about ethical challenges that differ from other
channels. Communicating internationally is less challenging from an ethical standpoint than communicating in my own country (reverse coded). Nowadays,
communication professionals face less ethical challenges then five years ago (reverse coded). Scale 1 (strongly disagree) – 5 (totally agree). Considered scale 25
points 4-5 (normal) or 1-2 (reverse).
26. Perception of ethical issues in different regions
Western Northern Southern Eastern
Europe Europe Europe Europe
Communication professionals
face more ethical challenges than 62.3% 57.4% 52.7% 58.1%
five years ago
Compliance and transparency
rules force professionals to be 81.4% 75.9% 75.6% 74.8%
more cautious
Social media communication
brings about ethical challenges 72.5% 75.7% 69.5% 68.8%
that differ from other channels **
Communicating internationally is
more challenging from an ethical 65.9% 61.6% 47.7% 47.9%
standpoint
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals. Q 2. Scale 1 (strongly disagree) − 5 (totally agree). Considered scale points
26
4-5 (normal) or 1-2 (reverse coded). ** Highly significant differences between regions (chi-square test, p ≤ 0.01).
27. Professional codes of ethics: Only a minority of European communication
practitioners uses them to solve moral problems
Usage of a professional code of ethics to solve moral problems
Yes
29.0%
No
51.7%
I have never had
such a problem
19.3%
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,096 PR professionals. Q 3: Did you ever use a professional code of ethics (i.e. the Code of Athens)
to solve a moral problem in your daily work? 27
28. Professionals with more experience on the job are more likely to have used
codes of ethics than younger colleagues
20.1% 18.5% 19.5%
53.6% 49.1%
58.3%
27.8% 31.4%
21.6%
Less than 5 years experience on the job 6 to 10 years experience on the job More than 10 years experience on the job
Use of a code of ethics No Use of a code of ethics No moral problems experienced
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,096 PR professionals. Q 3: Did you ever use a professional code of ethics (i.e. the Code of Athens)
to solve a moral problem in your daily work? Differences are highly significant (chi-square test / Cramer's V, p ≤ 0.01, V = 0.058). 28
29. Use of ethical codes in communication management correlates with gender
and membership in professional organisations
21.3% 16.7% 18.5% 21.4%
51.2% 49.3%
52.1%
57.7%
32.1% 32.3%
26.6%
20.9%
Female communication Male communication Members of a professional Communication professionals
professionals professionals communication organisation without membership
Use of a code of ethics No use of a code of ethics No moral problems experienced
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,096 PR professionals. Q 3: Did you ever use a professional code of ethics (i.e. the Code of Athens)
29
to solve a moral problem in your daily work? Differences are highly significant (chi-square test / Cramer's V, p ≤ 0.01, V = 0.072 gender, V = 0.114 membership).
30. Country-by-country analysis: Codes of ethics are applied most often in Belgium
and the UK; Germany, Italy and Norway report the lowest rate of usage
14.5% 9.3%
18.8% 17.5% 20.7% 19.6% 16.7% 21.6% 21.5%
22.9% 25.4%
28.7%
17.8% 21.3% 19.5% 25.5% 30.0% 33.9% 44.2%
20.2% 29.5% 28.6% 34.0%
28.3%
63.4% 61.1% 59.8% 54.9% 53.3% 51.6% 51.1% 48.9% 48.6% 46.5% 46.4% 44.4%
Use of codes of ethics No use of codes of ethics No moral problems experienced
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,096 PR professionals. Q 3: Did you ever use a professional code of ethics (i.e. the Code of Athens)
to solve a moral problem in your daily work? Differences are highly significant (chi-square test / Cramer's V, p ≤ 0.01, V = 0.129). 30
31. Today‘s codes of ethics are criticised by one third of the respondents
Communication professionals in Europe Country-by-country analysis
Netherlands (30.4%)
31.7% Spain (45.2%)
50%
Germany (20.9%)
state that typical codes of ethics provided Serbia (36.2%) Belgium (28.2%)
by the PR profession are outdated today
Italy (38.2%) 0% France (41.1%)
Norway (19.5%) Switzerland (21.1%)
Finland (19.5%) United Kingdom (33.8%)
Sweden (26.1%)
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals. Q 2: What do you think of these statements? Typical codes of ethics
provided by the PR profession are outdated today. Scale 1 (strongly disagree) – 5 (totally agree). Considered scale points 4-5. 31
32. Despite low utilisation and critical voices, communication professionals
clearly see the need for a code of ethics
Does the communication profession Which institutions are most eligible to
need a code of ethics? provide such a code?
National
29.6%
professional associations
International
28.4%
professional associations
No Yes Organisations
6.8% 19.8%
93.2% individually
Governmental
10.2%
institutions
Universities and
5.2%
educational institutions
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals. Q 4: Do you think that the communication profession needs a code of ethics,
32
and if needed, which institutions are most eligible to provide such a code?
33. Eligible providers of ethical codes: Professionals working in companies favour
international associations, while all others prefer national associations
Most suitable provider for a code of ethics National professional associations
International professional associations
Organisations individually
37.9% 37.0%
33.2%
31.6%
27.5%
25.8%
23.0% 24.3%
22.9%
18.0%
14.2%
12.9%
Companies (joint stock & Governmental organisations Non-profit organisations Consultancies & agencies
private)
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals. Q 4: Do you think that the communication profession needs a code of ethics,
and if needed, which institutions are most eligible to provide such a code? Differences are highly significant (chi-square test / Cramer's V, p ≤ 0.01, V = 0.113) 33
34. Professional associations are preferred providers of ethical codes,
even for non-members
Most suitable providers for a code of ethics National professional associations
International professional associations
Organisations individually
Governmental institutions
Universities and educational institutions
34.6%
30.2%
28.1%
23.7%
21.9%
19.4%
13.7%
9.3%
5.1% 6.4%
Members of a professional association Communication professionals without membership
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals. Q 4: Do you think that the communication profession needs a code of ethics,
and if needed, which institutions are most eligible to provide such a code? Differences are highly significant (chi-square test / Cramer's V, p ≤ 0.01, V = 0.146). 34
35. National and international associations are valued differently in various countries
Most suitable National International Universities and
Organisations Governmental
providers for a professional professional educational
individually institutions
code of ethics: organisations organisation institutions
Belgium 11.7% 47.6% 18.4% 11.7% 4.9%
Finland 20.7% 37.9% 23.0% 8.0% 5.9%
France 29.5% 43.2% 14.7% 8.4% 2.1%
Germany 22.9% 30.1% 24.2% 9.2% 5.9%
Italy 20.2% 36.1% 18.0% 18.8% 1.4%
Netherlands 15.8% 30.4% 27.2% 3.8% 5.7%
Norway 39.1% 16.1% 20.7% 12.6% 8.0%
Serbia 36.2% 26.1% 13.0% 16.7% 6.5%
Spain 26.2% 28.6% 17.5% 10.3% 7.9%
Sweden 37.4% 26.1% 16.5% 11.3% 1.7%
Switzerland 17.8% 33.3% 33.3% 1.1% 11.1%
United Kingdom 44.1% 16.0% 18.8% 7.5% 2.3%
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals. Q 4: Do you think that the communication profession needs a code of ethics,
and if needed, which institutions are most eligible to provide such a code? No significant differences between countries. 35
37. Chapter overview
One of the ongoing issues in communication management is the further professionalisation of the practice. Research has identified manifold
drivers which foster or hinder achievements in the field. The most important barriers in Europe were identified in this survey. A large majority
of the respondents state that a lack of understanding of communication practice within the top management (84%) and difficulties of the
profession itself to prove the impact of communication activities on organisational goals (75%) are the main barriers for further
professionalisation of the practice. So the key challenges for European communication professionals are to explain the communication
function to top management and to prove the value of communication for organisations. Other barriers are, in decreasing order, a shortage
of up-to-date communication training (54%), a poor reputation of professional communication and public relations in society (52%), the
phenomenon that experience is valued more highly than formal qualifications in communication or public relations (52%), the status of PR
and communication associations and professional bodies (40%).
Although a lack of formal accreditation systems for the profession is only seen as a large barrier by every fourth respondent, most
practitioners do see advantages of such systems, which are already in place in the United Kingdom, Brazil and other countries. They think
however that the impact of these systems will be mainly on the reputation of the field and much less on quality. 70% of the respondents
think that national or international accreditation can help to improve the recognition and the reputation of the field. But only 58% agree
that a global accreditation system will help to standardise the practice of public relations and 54% believe that accreditation ensures that
practitioners will have proper knowledge of recent communication tools and trends. Furthermore, more than six out of ten of respondents
are convinced that, regardless of any accreditation system, organisations will always find ways to hire the best people for communication
jobs. This questions the real value of such systems.
The results of the monitor also show that there are significant regional differences in the way professionals think about accreditation
systems. Practitioners in Eastern and Southern Europe have a stronger belief in accreditation systems than their colleagues in Northern and
Western Europe. Furthermore communication practitioners working in non-profit organisations believe to a lesser extent in the
standardisation power of accreditation, compared to practitioners in private or joint stock companies. The opinions differ especially on the
belief in global standardisation of the practice. Also, non-profits are more sceptical about the positive reputation and recognition gained by
formal qualification systems.
37
38. Professionalisation of communication: Explaining the function to top
management and proving value for organisations are key challenges
Barriers affecting professionalisation of communication management
Lack of understanding of communication practice within top
84.2%
management
Difficulties to prove the impact of communication activities on
75.3%
organisational goals
Shortage of up-to-date communication training/education 53.9%
Poor reputation of professional communication and PR in society 52.4%
Experience is more highly valued than qualifications in
51.5%
communication/PR
Status of PR/communication associations and professional bodies 39.5%
Lack of formal accreditation systems for the profession 25.8%
Current codes of ethics 17.4%
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals from 42 countries. Q 6: Many barriers are affecting the professionalisation
of PR / communication management. In your opinion, how strongly do the following issues affect professionalisation? Scale 1 (effects not at all) − 5 (affects
38
very strongly). Considered scale points 4-5.
39. Most practitioners see advantages of professional accreditation systems;
but the impact will be mainly reputational and less on quality
National or international accreditation can help improve
the recognition and reputation of the communication 70.1%
profession
A global accreditation system would help to standardise
58.3%
the practice of public relations/communication
An accreditation will ensure that practitioners have a
proper knowledge of recent communication tools and 54.1%
trends
Organisations will always find ways to hire the best
63.9%
people for specific jobs, regardless of any accreditation
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals from 42 European countries. Q 5: In some countries (e. g. Great Britain, USA,
Brazil) there are accreditation systems for public relations and communication professionals. What do you think about accreditation systems of the profession?
Scale 1 (strongly disagree) − 5 (totally agree). Considered scale points 4-5. 39
40. Regional differences: Practitioners in Eastern and Southern Europe have
a stronger belief in accreditation systems
National or international
accreditation can help improve the
recognition and reputation of the
communication profession**
A global accreditation system would
help to standardise the practice of
public relations/communication**
An accreditation will ensure that
practitioners have a proper
knowledge of recent communication
tools and trends**
Organisations will always find ways
to hire the best people for specific
jobs, regardless of any accreditation
strongly disagree (3) totally agree
Western Europe Northern Europe Southern Europe Eastern Europe
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals. Q 5: What do you think about accreditation systems of the profession?
Scale 1-5. Mean values. ** Highly significant differences (chi-square test, p ≤ 0.01). 40
41. Communication practitioners working in non-profit organisations are less
confident in the standardisation power of accredition
National or international
accreditation can help improve the
recognition and reputation of the
communication profession*
A global accreditation system would
help to standardise the practice of
public relations/communication**
An accreditation will ensure that
practitioners have a proper
knowledge of recent communication
tools and trends
Organisations will always find ways
to hire the best people for specific
jobs, regardless of any accreditation
strongly disagree (3) totally agree
Joint stock companies Private companies Governmental Organisations Non-profit organisations
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals; Q 5: What do you think about accreditation systems of the profession?
41
Scale 1-5. Mean values. * Significant differences (chi-square test, p ≤ 0.05). ** Highly significant differences (chi-square test, p ≤ 0.01).
43. Chapter overview
For decades now, communication management and public relations is transforming itself from an operational practice of preparing,
producing and disseminating communication materials into a full strategic management function, which includes speaking as well as listening,
consulting as well as executing. Van Ruler and Verčič (2005) proposed that today’s top communicators not only manage communication on
their own, but more and more often take over responsibilities for education and training of the top management and other colleagues in
communication. Moreover, they take responsibilities for the alignment of an organisation’s mission and the expectations of stakeholders.
This practice has been named reflective communication management.
Empirical data from this survey show that this concept can be found in the real world of strategic communication, although most
practitioners still stick to traditional role models. However, those are clearly reaching their limits because the complexity of communication
is increasing. Organisations are interacting with more stakeholders through more media in more directions. 82% of the respondents say that
their organisation, compared to five years ago, has more touchpoints with its publics. According to comparative data, the situation is even
more extreme in the United States: the figure there is almost 93%. Three out of four European communication professionals agree that the
corporate/organisational voice is created by all organisational members interacting with stakeholders. So it is not surprising that the idea of
shaping a consistent image for all stakeholders is supported by fewer respondents than the alternative concept of polyphony (Cornelissen
et al., 2008), meaning that several perceptions are stimulated simultaneously and sequentially in different stakeholder relationships.
These changes in the environment are requiring communication professionals to reconceptualise and reorganise what they do. Although
the majority of productive time still goes to operational communication (talking to colleagues and media, writing texts, monitoring, organising
events, etc) this does not account for more than 37% of a typical week. Managing activities related to planning, organising, leading staff,
evaluating strategies, justifying spending and preparing for crises takes 29% of the time. Reflective communication management, aligning
communication, the organisation/client and its stakeholders take 19% and coaching, training and educating members of the organisation or a
client takes almost 15%. As expected, there are significant correlations with the position of a communicator in the organisational hierarchy,
with the influence of the communication function (having more influence on top management correlates with more reflection and less
operations) and with sectors – all businesses (private companies, joint stock companies and consultancies) allow for more reflexive
management than non-profit and governmental organisations. Media relations professionals perform the largest portion of operational work,
while practitioners engaged in governmental relations, public affairs and lobbying spend more time for reflective activities. This may also be
a possible explanation for Belgium being on the top of a league of countries with the highest amount of time spent on reflection in the
communication function.
43
44. Integrating communications: Organisations have more touchpoints than ever;
many pursue strategic leadership while supporting multiple voices and images
Compared to five years ago, we have more touchpoints with our
81.7%
publics
Compared to five years ago, we have less control over our message 43.2%
It is the job of communication/PR to define the corporate/
70.8%
organisational voice across all media
Corporate/organisational voice is created by all organisational
74.1%
members interacting with stakeholders
The central communication function defines overall strategic
guidelines and messages, which others adapt for their own 71.2%
situation
We shape the same and consistent image for all stakeholders 50.6%
We stimulate several perceptions simultaneously and sequentially
58.3%
to address different stakeholder relationships
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals. Q 8: To what extent do these statements describe the situation in your
organisation? Scale 1 (strongly disagree) − 5 (totally agree). Considered scale points 4-5. 44
45. Experiences and functional goals of communication professionals in
Europe and the United States differ in various ways
Compared to five years ago, we have more touchpoints with our 83.5%
publics 92.5%
It is the job of communication/PR to define the corporate/ 71.3%
organisational voice across all media 90.0%
The central communication function defines overall strategic 70.7%
guidelines and messages, which others adapt for their own
situation* 64.9%
Compared to five years ago, we have less control over our 41.4%
message 55.2%
European communication professionals (ECM 2012) US communication professionals (GAP VII)
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 1,712 European PR professionals working in communication departments, Q 8. Swerling et al. 2012 /
nmax = 572 US PR professionals working in communication departments. * Slightly different wording in GAP VII: The central communication organization sets the
45
overall strategic communications direction, which the organization/profit centers then adapt for their own situations.
46. How European communication professionals spend their productive time at work
Aligning communication, the organisation/client
and its stakeholders Operational communication
(studying business and social research reports, (talking to colleagues and
identifying organisational goals, monitoring journalists, writing press releases
public issues and stakeholder expectations, and print/online texts, producing
debating visions and business strategies with communication media, monitoring
top management and other departments, results of our activities, organising
developing scenarios, building legitimacy)
37.0% events etc.)
19.3%
Coaching, training and educating 14.7%
members of the organisation or clients 29.0%
(on the vision, mission and other Managing communication activities
communication related issues as well as and co-workers
upgrading their communicative competence, (planning, organising, leading staff,
preparing them for communicating with the budgeting, evaluating processes and
media, stakeholders etc.) strategies, justifying communication
spending, preparing for crises)
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals. Q 7: Please think about how you spend most of your time at work. Please
divide your productive time spent at work (values should add up to 100%). In a typical week, I spend the following amount of time with … Scale 0%, 10%, …,
46
100%. Figure displays median for each item; values have been rounded based on mean values.
47. Heads of communication focus to a greater extent on strategic and reflective
activities, but operational communication still takes one third of their time
Productive time spent at work
Aligning communication, 20.7% 18.4% 17.5%
the organisation/client and
its stakeholders 13.9% 13.0%
16.1%
Coaching, training and
educating members of the 24.6%
organisation or clients 28.4%
32.0%
Managing communication
activities activities and co-
workers
39.3% 44.9%
Operational communication 31.3%
Head of communication Unit leader Team member, consultant
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals. Q 7. Medians. Scale 0%-100%. Highly significant differences for all items
47
(Kendalls rank correlation, p ≤ 0.01).
48. A stronger focus on management, coaching and goal orientation correlates
significantly with the influence of the communication function
Productive time spent at work
17.5% 19.6% 17.2% 19.7%
Aligning communication,
the organisation/client
13.6% 13.5%
and its stakeholders 14.8% 14.8%
Coaching, training and
educating members of 27.0% 26.2%
29.3% 29.6%
the organisation or clients
Managing communication
activities activities and
co-workers 41.8% 43.1%
36.3% 36.0%
Operational
communication
Weak or medium Strong advisory influence Weak or medium Strong executive
advisory influence of the of the communication executive influence of influence of the
communication function function the communication communication
function function
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals. Q 7. Medians. Scale 0%-100%. Highly significant differences for all items
(Kendalls rank correlation, p≤0.01). 48
49. Professionals working in non-profit organisations use more time for
operational communication and seldom engage in coaching colleagues
Productive time spent at work
Aligning communication, 18.7% 16.7% 19.5% 20.0% 20.3%
the organisation/client and
its stakeholders** 15.3%
13.5% 14.6% 14.2% 15.9%
Coaching, training and
educating members of the
organisation or clients* 27.7% 29.3% 28.0% 29.0% 30.3%
Managing communication
activities activities and co-
workers
40.1% 38.7% 37.9% 36.8% 33.5%
Operational
communication**
Non-profit Governmental Private companies Joint stock Consultancies,
organisations organisations companies agencies
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals. Q 7. Medians. Scale 0%-100%. * Significant differences (ANOVA/Scheffe
49
post-hoc test, p ≤ 0.05) / ** Highly significant differences (ANOVA/Scheffe post-hoc test, p ≤ 0.01).
50. Activity profiles of communication professionals working in different functions
Managing Coaching, training and Aligning communication,
Professionals working in Operational
communication educating members of the the organisation/client
the field of … communication
activities and co-workers organisation or clients and its stakeholders
Media relations,
45.1% 25.5% 12.8% 16.5%
press spokesperson
Online communication,
40.8% 27.6% 14.5% 17.2%
social media
Internal communication,
40.1% 26.7% 14.1% 19.0%
change
Overall communication 39.0% 28.4% 14.3% 18.2%
International communication 38.0% 29.5% 12.5% 20.0%
Marketing, brand,
35.4% 32.5% 13.2% 18.9%
consumer communication
Governmental relations,
30.8% 28.9% 15.9% 24.4%
public affairs, lobbying
Consultancy, advising,
29.4% 29.6% 20.2% 20.9%
coaching, key account
Strategy and coordination of
28.8% 33.5% 15.5% 22.2%
the communication function
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 1,712 PR professionals. Q 7: Please think about how you spend most of your time at work.
50
Please divide your productive time spent at work (values should add up to 100%).
51. Practice of communication management in various countries
Productive time spent at work Aligning communication, the organisation/client and its stakeholders*
Coaching, training and educating members of the organisation or clients
Managing communication activities activities and co-workers
Operational communication
17.4% 17.2% 17.8% 17.5% 18.7% 20.6% 19.1% 21.0% 17.6% 18.1% 20.3% 20.9%
16.3% 13.9% 13.9% 15.1% 13.9% 13.3% 16.6% 16.5%
13.8% 16.1% 15.3% 14.7%
25.6% 29.3% 29.0% 29.4% 29.4% 27.7% 30.0% 26.5% 29.5% 30.0% 30.0% 30.9%
40.7% 39.5% 39.3% 38.0% 38.0% 38.0% 37.6% 36.3% 36.3% 35.4% 34.4% 33.5%
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals. Q 7. * Significant differences (ANOVA/Scheffe post-hoc test, p ≤ 0.05). 51
53. Chapter overview
For European communication professionals coping with the digital evolution and the social web is still the most important strategic issue
today and in the next three years. More than 46% of the respondents name this topic when asked for the three top challenges until 2015.
Just like in the 2011 and 2010 surveys, the digital evolution is closely followed by the challenge of linking business strategy and
communication effectively. 44% of the respondents think this an important issue. Since 2009 these two issues have been at the top of the
list of strategic challenges for the profession. Coming third, and this year new on the list, is the need to address more audiences and channels
with limited resources for communication (34%).
Other important issues are still the question of how to strengthen the role of the communication function in helping top management
to take strategic decisions (34%) and how to build and maintain trust with the public and society (32%). Strikingly sustainability and social
responsibility as well as transparency are considered much less an issue than in the previous years. In 2012, only every fifth respondent
(21%) says that sustainability/responsibility is important and only 23% are challenged by transparency and active audiences. In 2011, both
issues were considered much more important and mentioned by 37% and 35% respectively. This might be interpreted as a switch to routine
mode: Many organisations have by now developed programs for corporate social responsibility communications and found ways to engage
with critical publics, so management attention is now focusing on other challenges.
Not surprisingly the distribution of the top issues differs within the different types of organisations: in private and joint stock companies
the issue of linking business and communication is considered to be the most important, in governmental organisations the need to reach
all audiences with limited resources and in non-profit organisations strengthening the role of communication in strategic decision leads the
priority list.
In the last year both advisory influence, that is the perception of how seriously senior managers take the recommendations of
communication professionals, and executive influence, that is the perception of how likely it is that communication representatives will
be invited to senior-level meetings dealing with organisational strategic planning, have decreased in Europe. The perception of advisory
influence went down from nearly 78% in 2011 to less than 70% in 2012. Executive influence went down from almost 77% to 72%. This year
it is the first time since the monitor started that these figures are dropping. A comparison shows that communication functions in the United
States are better in these dimensions on average – however all Scandinavian states as well as Germany, the United Kingdom and the
Netherlands report a stronger and partially much stronger executive influence.
53
54. Most important strategic issues for communication management until 2015
Coping with the digital evolution and the social web 46.3%
Linking business strategy and communication 44.1%
Matching the need to address more audiences and channels with
33.8%
limited resources
Strengthening the role of the communications function in
33.8%
supporting top-management decision making
Building and maintaining trust 32.2%
Dealing with the demand for more transparency and active
23.4%
audiences
Supporting organisational change 21.7%
Dealing with sustainable development and social responsibility 20.7%
Redefining the relationship between marketing and corporate
15.7%
communications
Expanding listening and monitoring capabilities, internally and
14.9%
externally
Developing organisational structures for coordinating
13.5%
communication activities across countries and stakeholders
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals. Q 9: Please pick those three issues which you believe will be most important
54
for public relations / communication management within the next three years! Figure displays percentage of respondents who chose items as Top-3 issue.
55. Divergence of priorities and top issues in various types of organisations
44.9%
Coping with the digital evolution and the social web 42.7%
46.1%
46.2%
Linking business strategy and communication 36.9%
41.1%
Matching the need to address more audiences and channels with 32.5%
40.5%
limited resources 32.9%
Strengthening the role of the communications function in supporting 32.8%
33.2%
top-management decision making 47.9%
Dealing with the demand for more transparency and active 18.5%
34.1%
audiences 27.5%
23.1%
Dealing with sustainable development and social responsibility 17.3%
16.1%
Redefining the relationship between marketing and corporate 18.0% Companies (joint stock & private)
8.4% Governmental organisations
communications 11.1%
Non-profit organisations
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 1,712 PR professionals working in communication departments; Q 9: Please pick those three issues
55
which you believe will be most important for public relations / communication management within the next three years!
56. Relevance of strategic issues compared to previous surveys
46.3%
54.9%
Coping with the digital evolution and the social web
53.7%
45.0%
44.1%
44.0%
Linking business strategy and communication
43.6%
47.3%
20.7%
37.2%
Dealing with sustainable development and social responsibility
36.7%
38.0%
2012
23.4%
Dealing with the demand for more transparency and active 35.1% 2011
audiences 33.1% 2010
30.5% 2009
www.communicationmonitor.eu / Zerfass et al. 2012 / n = 2,185 PR professionals / Q 9; Zerfass et al. 2011 / n = 2,209 / Q 12; Zerfass et al. 2010 / n = 1,955 /
Q 7; Zerfass et al. 2009 / n = 1,863 / Q 6. 56