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European Communication Monitor 2009 identifies future trends in public relations - 15.09.2009
Internal communication and social networks on the rise

The European Public Relations Education and Research Association (EUPRERA) and the European Association of Communication Directors (EACD) have just released the results of their annual European Communication Monitor study. The international research, conducted in partnership with professional magazine Communication Director and sponsored by media intelligence company Cision, is the most comprehensive study ever conducted in the field. It is based on a sample of more than 1,850 communication professionals, from 34 countries, with a thorough level of experience – 84 percent hold the position of head of communication, unit leader or agency CEO, and the average age is 42 years. The study has been conducted online by a group of professors from universities in 11 countries, led by Prof. Dr. Ansgar Zerfass, Germany. Some of the key findings are:

– Missing link to corporate goals: only 6 out of 10 PR practitioners help to define business strategies
– Communication departments face major budget cuts, but a vast majority of communicators are optimistic for the next year
– The most important strategic issues over the next three years will be linking business strategy and communication, and coping with the digital evolution and the social web
– Only 14% of communicators believe that Twitter is an important communication tool, although 39 percent believe that it will be important in 2010
– Salary correlates strongly with role enactment: “strategic facilitators” are leading the field

The charts are available as a free PDF download at A full report (text and charts) has been published as a book by the EACD for its members.

The European Communication Monitor 2009 analyses impacts of the recession and media crisis on communication departments and agencies. It identifies strategic issues, fields of practice and instruments and how they gain or lose importance. Moreover, specific topics such as internal communication, online communities, measurement and evaluation or salaries are questioned and discussed in detail. Methods of empirical social research and statistical computation have been used to analyse the huge amount of data that had been collected this spring.

About the organisers

The European Public Relations Education and Research Association (Euprera) is an autonomous organisation with members from more than 30 countries that aims at stimulating and promoting the knowledge and practice of communication management in Europe. Academic scholars and experienced practitioners work together to advance fundamental and applied research. More information is available at:

The European Association of Communication Directors (EACD) is the leading network for communication professionals from all fields across Europe with over 1,100 members. The non-partisan Association lobbies for the profession, establishes common quality standards and promotes the advancement of professional qualification by organising events and providing services and material. More information is available at:

Sample charts from the European Communication Monitor 2009 survey are depicted in the the press release (PDF); high resolution files are available here.

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