News from EUPRERA
Asia-Pacific Communication Monitor report launched - 19.11.2015
Responses from 1200 communication professionals explore status quo and challenges of strategic communication across 23 countries
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Results from the latest EUPRERA project have been launched today in Hong Kong. The Asia-Pacific Communication Monitor 2015/16 explores the status quo and challenges of strategic communication across 23 countries in the region, based on responses from 1,200 communication professionals. The full report and a video highlighting key yresults are available at www.communicationmonitor.asia.
Social media are now almost level-pegging with traditional media in terms of perceived importance in Asia Pacific, with 75.0% of communication professionals rating social media as relevant, compared with 76.5% believing in the significance of press relations with traditional media. Online communication via websites, intranets, and e-mail is also seen as slightly more important (73.6%) than media relations with online newspapers or magazines (73.2%).
According to the Asia-Pacific Communication Monitor, when communication professionals look three years into the future to 2018, only 46.9% see traditional media relations with print media and 53.7% see media relations with radio and TV as important. In comparison, 92.2% rate social media such as blogs, Twitter, Weibo, and so on, as important for strategic communication and 85.6% favour websites, intranets and e-mail. Mobile communication using apps and mobile websites will be leading the field in the near future: 93.7% of all respondents perceive them as important in 2018.
Given the finding that communication professionals in Asia-Pacific see social media and mobile communications as the most important developments in the field, and the modest levels of social media skills and knowledge reported, it is perhaps not surprising that coping with the digital evolution and social web is perceived as the most important issue for communication management in Asia Pacific over the next three years (53.1%). In Asia-Pacific, linking communication to business strategy, including showing the contribution of communication to organisational outcomes, is seen as the second most important issue for the profession (41.0%).
Professor Dr. Ansgar Zerfass, president of EUPRERA and one of the lead researchers, explained: “The study reveals that discrepancies remain between the ambitions of communication professionals to cope with technology and show value of their efforts and the daily practices of evaluating such impacts. Excellent communication departments are better at using measurement insights. And they use those insights more effectively to manage their work strategically.”
The Asia-Pacific Communication Monitor 2015/16 survey on the status quo and trends of communication management across Asia-Pacific 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 international survey is based on replies from 1,200 communication professionals in 23 countries.
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.