Studies

Research reports about the Communication profession and our outputs.

Research studies are conducted in cooperation with different universities or EACD partners. They aim to highlight aspects of the profession and examine questions that today’s communicators are facing in a European and wider international context.

The EACD supports the following research projects:

European Communication Monitor

The European Communications Monitor is an international research initiative conducted by the European Public Relations Education and Research Association (EUPRERA), in partnership with EACD.

The study is conducted with the aim to stimulate and promote the knowledge and practice of communication management in Europe. The study monitors trends in communication management and analyses impacts of global dynamics and media occurrences on communication departments and agencies. Moreover, it identifies major strategic issues, fields of practice and instruments. Specific topics, such as indicators of excellence and power, effects of social media, leadership styles, job satisfaction or salaries, are discussed in detail. Means of empirical social research methods and statistical computation are used to analyse the mass amount of data collected.

European Communication Monitor 2023 Looking Back and Ahead: 15 Years of Research on Strategic Communication

European Communication Monitor 2023 Looking Back and Ahead: 15 Years of Research on Strategic Communication

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.

This 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 the European Communication Monitor 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.

Read the full report for free at www.communicationmonitor.eu.

European Communication Monitor 2022 survey launched

European Communication Monitor 2022 survey launched

The 2022 edition of the world's longest running empirical study on current and future developments in strategic communication and public relations has been published today. The European Communication Monitor surveyed communication professionals in 43 countries, producing the following highlights:

  • Diversity, equality and inclusion are influencing organisational policies and communications worldwide - but only every second communicator in Europe has closely followed global trends and discussions in this area.
  • Most practitioners have experienced empathic traits from communication leaders; this has a significant positive impact on commitment, engagement and mental health.
  • To date, very few communication departments have established an advanced use of CommTech to digitalise internal workflows and communication activities - organisational structures are identified as the main obstacle to rapid transformation.
  • Quality of consulting in communications is difficult to achieve; three out of four respondents would like to see appropriate standards that cover either consultants, clients themselves or both groups.
  •  The study reveals significant differences between countries as well as between companies and non-profits across Europe
The full report is available for free at www.communicationmonitor.eu.

European Communication Monitor 2021 survey launched

European Communication Monitor 2021 survey launched

The 2021 survey explores CommTech and digital infrastructure, video-conferencing for stakeholder communications, future roles for communication professionals, strategic issues, and characteristics of excellent communication departments. The European Communication Monitor 2021 is based on responses from 2,664 communication professionals in 46 countries. Detailed analyses are available for 22 countries and different types of organisations (companies, non-profits, governmental, agencies).

  • Digital transformation is in progress, but few communication departments or agencies have reached maturity – 39% of practitioners across Europe describe their unit as immature in both digitalising stakeholder communications and building digital infrastructure.
  • 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.
  • 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.
  • Professionals working in excellent communication departments are more engaged in coaching or advising executives and colleagues at all levels of the hierarchy.
Read the full report for free here

European Communication Monitor – Launch of 2020 survey findings

European Communication Monitor – Launch of 2020 survey findings

The 2020 survey explores ethical challenges and resources, cyber security and communications, gender equality in the profession, strategic issues and communication channels, as well as the status quo and future requirements for competency development. The European Communication Monitor 2020 is based on responses from 2,324 communication professionals in 44 countries. Detailed analyses are available for 22 countries and different types of organisations (companies, non-profits, governmental, agencies).

  • Ethical challenges: Digital communication channels bring along new ethical challenges, but the majority of communication professionals are lacking up-to-date resources to tackle them.
  • Gender issues: Three out of four communication departments employ more women than men, but 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.
  • Cyber security: 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.
  • Competence gaps: 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 full report available for free here

European Communication Monitor 2019

European Communication Monitor 2019

The 2019 Monitor surveyed 46 countries producing the following highlights:

  •  Communication practitioners experience a low level of trust in their profession, but feel confident on a personal level with their colleagues, bosses, clients and audiences
  •  External experts and top management are rated as the most trusted organisational advocates with marketing/sales and communications lagging behind
  • Artificial Intelligence is expected to impact the profession, but communication practitioners lack competencies and experience
  • Sponsored content is frequently used by every second organisation in Europe
  • There are significant differences between countries, as well as companies and non-profits across Europe
The full report is available for free download at www.communicationmonitor.eu.

European Communication Monitor 2018

European Communication Monitor 2018

Besides key trends like fake news, the ECM 2018 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.

Moreover, the longitudinal development of  strategic issues in the field, and characteristics of excellence are in the focus of the 12th edition. The European Communication Monitor 2018 is based on almost 3,100 communication professionals in 48 countries. Detailed analyses are available for 22 countries and different types of organisations (companies, non-profits, governmental, agencies).

View the full report and video here.

European Communication Monitor 2017

European Communication Monitor 2017

The 2017 survey explores trends like visualisation, social bots, and benchmarking in strategic communication. Other topics covered by the largest study on strategic communication and public relations (PR) worldwide are the consequences of hypermodernity for communications, its contribution to organisational success, the longitudinal development of communication channels, strategic issues in the field, and characteristics of excellence.

The European Communication Monitor 2017 is based on responses from 3,387 communication professionals in 50 countries. Detailed analyses are available for 20 countries and different types of organisations (companies, non-profits, governmental, agencies).

Access the full report and video here.

European Communication Monitor 2016

European Communication Monitor 2016

The European Communication Monitor survey on the status quo and trends of communication management across Europe is jointly organised by the European Public Relations Education and Research Association (EUPRERA) and the European Association of Communication Directors (EACD). Supported by PRIME Research, a global leader in strategic communication research, the international survey is based on replies from 2,710 communication professionals in 43 countries.

A research group of professors from leading universities across the continent, led by Professor Ansgar Zerfass, has conducted the research for the tenth year running. It is recognised as the largest study in the field of strategic communication worldwide.

A PDF report with full results as well as a video featuring highlights from the study is available at www.communicationmonitor.eu

European Communication Monitor 2015

European Communication Monitor 2015

The European Communication Monitor survey on the status quo and trends of communication management across Europe is jointly organised by the European Public Relations Education and Research Association (EUPRERA) and the European Association of Communication Directors (EACD). Supported by PRIME Research International, a global leader in strategic communication research, the international survey is based on replies from 2,253 communication professionals in 41 countries.

A research group of professors from leading universities across the continent, led by Professor Ansgar Zerfass, has conducted the research for the ninth year running. It is widely recognised as the largest study in the field of strategic communication worldwide. This year's survey focusses on value contribution, listening strategies, measurement and excellent communication. A free PDF report with full results as well as a video featuring highlights from the study is available at www.communicationmonitor.eu

Survey: European Communication Monitor 2014

Survey: European Communication Monitor 2014

The European Communication Monitor survey on the status quo and trends of communication management across Europe is jointly organised by the European Public Relations Education and Research Association (EUPRERA) and the European Association of Communication Directors (EACD). Sponsored by the global communication firm Ketchum, the international survey is based on replies from 2,777 communication professionals in 42 countries.

A research group of professors from leading universities, led by Professor Ansgar Zerfass, has conducted the research for the eighth time in a row. It is widely recognized as the largest study in the field of strategic communication worldwide. A free PDF report with full results as well as a YouTube video with the most important highlights is available at www.communicationmonitor.eu

Survey: European Communication Monitor 2013

Survey: European Communication Monitor 2013

The European Communication Monitor survey on the status quo and trends of communication management across Europe is jointly organised by the European Public Relations Education and Research Association (EUPRERA) and the European Association of Communication Directors (EACD). Sponsored by the global communication firm Ketchum, the international survey is based on replies from 2,710 communication professionals in 43 countries.

A research group of professors from 11 leading universities, led by Professor Ansgar Zerfass, has conducted the research for the seventh time in a row. It is widely recognized as the largest study in the field of strategic communication worldwide. A free PDF report with full results as well as a YouTube video with the most important highlights is available at www.communicationmonitor.eu

Survey: European Communication Monitor 2012

Survey: European Communication Monitor 2012

The European Communication Monitor (ECM) was organised for the sixth consecutive time in 2012. By now, the annual survey has developed into the most comprehensive research into communication management and public relations worldwide with 2,185 participating professionals from 42 countries in 2012.Each year the ECM improves the understanding of the professional practice of communication in Europe and monitors trends in strategic communication to analyse the changing framework for the profession.

The study is conducted by a group of professors from 11 renowned universities across Europe, led by Professor Ansgar Zerfass from the University of Leipzig in Germany.

It is organised by the European Public Relations Education and Research Association (EUPRERA), the European Association of Communication Directors (EACD) and Communication Director magazine.

Survey: European Communication Monitor 2011

Survey: European Communication Monitor 2011

The European Communication Monitor 2011, which provides in-depth analyses of trends and developments in communications, is the largest international survey of communications professionals of its kind across Europe.

Now in its fifth year, the study is run by professors from 11 renowned universities within the framework of European Public Relations Education and Research Association (EUPRERA), together with the European Association of Communication Directors (EACD) and Communication Director magazine.

The findings are based on replies from 2,209 participants from 43 European countries which were obtained during March 2011.

Survey: European Communication Monitor 2010

Survey: European Communication Monitor 2010

The European Communication Monitor 2010 was run in cooperation with EUPRERA and Communication Director Magazine, and collated the data collected from nearly 2,000 PR professionals from across 46 countries in March 2010.

It answers the most pressing questions within the communications field, and compares the figures obtained with those over the past years to create a picture of how the European communications industry has developed, as well as projections for how it will continue to develop over the coming years.

Ecopsi

European Communication Professionals Skills & Innovation Programme (Ecopsi)

Studies

The European Communication Professionals Skills and Innovation Programme (ECOPSI) findings reveal that there are numerous opportunities for deeper and on-going professional training and development to support the practice in moving away from an on-the-job learning approach towards knowledge acquisition and development. To address this shift, the ECOPSI research team used the findings on communication practitioner roles across Europe and developed the Portal for Advancing Communication Education (P4ACE) and a self-diagnostic tool called P4ACE.

The Portal (for) Advancing Communication Expertise is a new communication competencies diagnostic tool dedicated to supporting continuing professional development for communication practitioners in Europe. The portal allows you to:

  • Learn about the essential competencies needed in the workplace
  • Read case studies of real communication practitioners who talk about the competencies needed in today’s changing work place
  • Evaluate your competencies through the unique P4ACE assessment tool
  • Explore ways to develop your competencies within select regions in Europe

The Portal (for) Advancing Communication Expertise supports individual practitioners in benchmarking their current knowledge, skills and personal attributes.

Visit Portal
Studies

Along with a research consortium of six leading universities, the EACD is a partner of the European Communication Professionals Skills and Innovation Programme (ECOPSI), a European funded project which aims to map and evaluate the current and future communication management skills of practitioners across Europe.

The context for this project is a communication sector in Europe which has grown and developed significantly over the last 20 years. This expansion has been influenced by political, economic and cultural shifts which have seen profit and non-profit organisations equally recognize the role and significance of communication in achieving organisational goals. These include managing reputation and image as key assets of organisations.

The ECOPSI project aims to map and understand the actions and activities of communicators specifically in this European landscape to build knowledge and understanding of what they do but also what skills and knowledge they need to develop to have a shared meaning and understanding of the practice.  The programme maps and evaluates the current and future communication management skills of practitioners across Europe and fills a competency, skills and knowledge gap in the field of professional communication management by providing open source information resources for communication practitioner skills diagnosis and development.

Infographics and other information are freely available on the ECOPSI website.

Visit Website
C-Suite

The Chief Communication Officer & The C-Suite

Studies

The European Association of Communication Directors is supporting a research project examining the membership of communication professionals in executive committees.

Our role as Chief Communication Officers (CCO) is constantly evolving. We know that we have a vital role to play in strategic business decisions, particularly in recognising their impact on the corporate reputation, but the scope and outline of this role are the subjects of debate. What is our place in the overall organisational structure? What are the full range of responsibilities expected of us? Do we need a seat at the executive table to carry out these duties? These questions and more pressing concerns were addressed in our latest study “The Chief Communication Officer and the C-Suite”.

To explore these questions, the EACD collaborated with two expert partners: the leading communication research institution The Amsterdam School of Communication Research and Russell Reynolds Associates, who as an assessment and recruitment specialist is ideally placed to offer and collect insights into the evolving position requirements of CCOs.

Together, we looked at both quantitative and qualitative data and interviewed leading HR heads and CEOs to get their insights into the roles and responsibilities of today’s CCO.

This report is a summary of the initial results of this project: The Chief Communications Officer and the C-Suite

We will continue to explore this topic over the coming years, and we welcome this opportunity to embark on a fruitful debate with our members  about the future of executive communicators and their changing role.

Leadership in the Age of Purpose

Leadership in the Age of Purpose

In our joint research project with Fourtold, we spoke to communications professionals from around the world to find out what their organisations understood about the importance of ESG issues and the need to engage with stakeholders about these issues.

We particularly wanted to understand how businesses, organisations, and their senior executives are using social media to show leadership on the critical ESG issues of the day; to find out about their experiences, the hurdles they’ve encountered along the way, and the extent to which employees are traveling with them on their ESG journey.

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