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Future Young Professionals - 10.04.2012
Their perspective on communication management

Empirical insights from a survey among master degree students in Europe are now available.

The study, conducted by Katharina Simon (University of Leipzig, Germany), sheds light on the perspectives of new generation professionals in public relations regarding the status quo and future developments in the field. A quantitative survey was conducted among master degree students in 16 European countries. Questions comprised the role and function of public relations, strategy and evaluation practices, major challenges for communication professionals, contribution to organisational success, development of channels and disciplines, major challenges, as well as future qualification needs. 158 students from 16 countries participated in the online survey.

Results were contrasted to the answers given by experienced PR practitioners working at least five years in the professional field in the 2011 and 2010 editions of the European Communication Monitor survey. The comparison revealed similarities, but also a number of statistically significant discrepancies and contradictory perceptions of future and current public relations professionals.

Download the results

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