Alfonso González HerreroRegional Coordinator, European Association of Communication Directors@aglezherrero

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Sobre el European Communications Monitor

8ª Edición

(2007-2014)

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2007: 1.087 / 22Sobre el European Communications Monitor

2014: 2777 / 42

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R e f e r e n c i a d e l s e c t o r a nivel mundial

Sobre el European Communications Monitor

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A n á l i s i s puntualA n á l i s i s longitudinal

Sobre el European Communications Monitor

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2008 RSC Cooperación empresa / agencia2009 Comunicación interna2012 Desafíos éticos y Acreditaciones2013 Reputación del CEO Asociacionismo Comunicación internacional

Asuntos abordados puntualmente por el ECM

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Communication in the digital age

Job attributes and satisfactionCareer development / mentoringNetworking practices

LeadershipMobile communication

Characteristics excellent communication

Y en el 2014...

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Análisis longitudinal

1. Most important issues for comms management

2. Importance of channels and instruments

3. Job Satisfaction4. Salary

Most important issues

(2008-2017)

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Most important issues for communication management in Europe until 2017

www.communicationmonitor.eu / Zerfass et al. 2014 / n = 2,777 PR professionals. Q 16: Please pick those three (3) issues which you believe will be most

44.9%

important for public relations / communication management within the next three years!

38.7%

34.2%

32.0%

30.8%

28.8%

28.4%

22.1%

16.2%

14.3%

9.6%

Linking business strategy and communication

Building and maintaining trust

Coping with digital evolution and the social web

Matching the need to address more audiencesand channels with limited resources

Strengthening the role of the communication function in supporting top-management decision making

Dealing with the demand for moretransparency and active audiences

Supporting organisational change

Dealing with sustainable developmentand social responsibility

Positioning organisations as leadersin their field

Positioning CEOs and top executivesas leaders

Dealing with the speed and volume of information flow

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Top four issues for communication management in Europe since 2008

0%

10%

20%

30%

40%

50%

60%

2008 2009 2010 2011 2012 2013 2014

Linking business strategy and communication

Building and maintaining trust

Coping with the digital evolution and the social web

Dealing with sustainable development and social responsibility

those three (3) issues which you believe will be most important for public relations / communication management within the next three years!

www.communicationmonitor.eu / Zerfass et al. 2014 / n = 2,777 PR professionals; Q6. Zerfass et al. 2013 / n = 2,710; Q9. Zerfass et al. 2012 / n = 2,185;Q6. Zerfass et al. 2011 / n = 2,209; Q7. Zerfass et al. 2010 / n= 1,955; Q 12. Zerfass et al. 2009 / n = 1,863; Q6. Zerfass et al. 2008 / n = 1,524. Q 16: Please pick

Importance of various channels

(2008-2014)

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Importance of various channels and instruments in strategic communication

85.9%

stakeholders, gatekeepers and audiences? Scale 1 (Not important) – 5 (Very important). Percentages: Important channel, scale points 4-5.

81.0%

79.0%

76.3%

73.2%

63.2%

61.6%

51.5%

48.9%

40.5%

Online communication

Face-to-face communication

Press and media relations: addressing online media

Press and media relations: addressing print media

Press and media relations: addressing TV/radio

Social media

Events

Mobile communication

Non-verbal communication

Corporate publishing/media

www.communicationmonitor.eu / Zerfass et al. 2014 / n min = 2,666 PR professionals. Q 24: How important are the following methods in addressing

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Digital media and face-to-face communication gain in importance, while addressing print media looses ground

0%2008 20112014

10%

20%

30%

100%

90%

80%

70%

60%

50%

40%

Online communicationFace-to-face communicationPress and media relations: addressing online media

Press and media relations: addressing print media

Press and media relations: addressing TV/radio

Social media

years? Scale 1 (Not important) – 5 (Very important). Percentages: Important channel, scale points 4-5.

www.communicationmonitor.eu / Zerfass et al. 2014 / n min = 2,631 PR professionals; Q 11. Zerfass et al. 2011 / n min = 2,146; Q 3. Zerfass et al. 2008 /n min = 1,524. Q 24: How important are the following methods in addressing stakeholders, gatekeepers and audiences? Will this change within the next three

165 (Very important). Percentages: related to important channels, based on scale points 4-5.

Longitudinal analysis shows that professionals tend to overestimate digital media and underestimate traditional channels

www.communicationmonitor.eu / Zerfass et al. 2014 / n min = 2,631 PR professionals; Q 11. Zerfass et al. 2011 / n min = 2,146. Q 24: How important are the following methods in addressing stakeholders, gatekeepers and audiences? Will this change within the next three years? Scale 1 (Not important) –

Predicted importance 2011 - 2014

Real importance 2011 - 2014

Variation

Online communication +20.5% +11.1% -9.4%

Face-to-face communication +13.0% +16.9% +3.9%

Press and media relations: addressing online media +25.8% +10.8% -15.0%

Press and media relations: addressing print media -16.1% -7.2% +8.9%

Press and media relations: addressing TV/radio +1.8% +9.1% +7.3%

Social media +45.0% +22.7% -22.3%

Events +3.3% +7.7% +4.4%

Non-verbal communication -15.6% +17.8% +33.4%

Corporate publishing/media +6.2% -1.3% -7.5%

Job Satisfaction(2010-2014)

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Professionals rate their job situation less positively compared to 2010

www.communicationmonitor.eu / Zerfass et al. 2014 / n = 2,777 PR professionals. Q 16. Zerfass et al. 2010 / n = 1,955. Q 3: How do you feel about your actual job situation? Scale 1 (Strongly disagree) – 5 (Totally agree). Percentages: Agreement based on scale points 4-5.

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Job satisfaction among communication professionals across Europe

www.communicationmonitor.eu / Zerfass et al. 2014 / n = 2,397 PR professionals from 20 countries. Q 3: How do you feel about your actual job situation? Statement: Overall, I am satisfied with my job. Scale 1 (Strongly disagree) – 5 (Totally agree). Mean values.

Salary

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Basic annual salary of communication practitioners in Europe 2014

www.communicationmonitor.eu / Zerfass et al. 2014 / n = 2,394 PR professionals. Q 41: In which of the following bands does your basic annual salary fall?

22annual salary fall?

Annual salaries in different European countries in detail

www.communicationmonitor.eu / Zerfass et al. 2014 / n = 2,077 PR professionals from 20 countries. Q 41: In which of the following bands does your basic

Up to€30.000

€30,001 -€60,000

€60,001 -€100,000

€100,001 -€150,000

More than€150,000

Up to€30.000

€30,001 -€60,000

€60,001 -€100,000

€100,001 -€150,000

More than€150,000

Germany 9.1% 31.8% 30.1% 13.6% 15.3% Finland 0.7% 62.7% 26.8% 7.0% 2.8%

Austria 4.8% 39.4% 30.8% 20.2% 4.8% Spain 17.4% 39.4% 21.2% 12.9% 9.1%

Switzerland – 6.4% 22.4% 36.8% 34.4% Portugal 33.3% 40.0% 18.3% 5.0% 3.3%

France 3.3% 26.2% 32.8% 26.2% 11.5% Italy 11.6% 42.1% 27.4% 9.5% 9.5%

Belgium 13.6% 38.1% 32.0% 10.2% 6.1% Greece 26.2% 50.8% 15.4% 4.6% 3.1%

Netherlands 2.7% 35.8% 30.4% 21.6% 9.5% Croatia 75.9% 13.0% 5.6% 3.7% 1.9%

United Kingdom

4.2% 22.9% 38.2% 18.1% 16.7% Serbia 73.6% 19.4% 4.2% 2.8% –

Denmark 2.0% 13.7% 47.1% 23.5% 13.7% Romania 80.2% 12.8% 5.8% 1.2% –

Sweden 4.2% 61.8% 23.6% 6.7% 3.6% Poland 60.0% 23.1% 4.6% 6.2% 6.2%

Norway 0.8% 16.9% 60.5% 15.3% 6.5% Russia 52.5% 26.2% 13.1% – 8.2%

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EACD members enjoy a comparatively high annual salary

www.communicationmonitor.eu / Zerfass et al. 2014 / n = 2,394 PR professionals. Q 41: In which of the following bands does your basic annual salary fall? Q 37: Are you a member of a professional organisation? Highly significant differences (chi-square test, p ≤ 0.01, Cramér's V = 0.300).