european communication monitor 2014
DESCRIPTION
The European Communication Monitor (ECM) 2014 explores current practices and future developments of strategic communication in corporations, non-profits, and other organisations including communication agencies. This unique, longitudinal survey has been organised annually since 2007. The eighth edition presented in this report is based on responses from 2,777 participating professionals from 42 countries.TRANSCRIPT
![Page 1: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/1.jpg)
European Communication
Monitor 2014
Excellence in strategic communication – key
issues, leadership, gender and mobile media
PROF. DR. RALPH TENCH
PROF. DR. DEJAN VERČIČ
![Page 2: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/2.jpg)
FIVE KEY INSIGHTS FROM THE NEW
MONITOR RESEARCH.
OUR CONCLUSIONS AND SUGGESTIONS FOR
ACTION.
AS WELL AS YOUR IDEAS, THOUGHTS AND
COMMENTS.
WHAT WE WOULD LIKE TO
SHARE WITH YOU
![Page 3: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/3.jpg)
ABOUT THE MONITOR
![Page 4: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/4.jpg)
2,777 PARTICIPANTS FROM 42 COUNTRIES.
67.6% TOP AND SECOND LEVEL COMMUNICATORS.
57.7% MORE THAN TEN YEARS ON THE JOB.
AVERAGE AGE 40.9 YEARS.
• Research and advisory team from 11 renowned universities across Europe
• Pre-tests and transparent sampling method
• Data evaluation by academic standards
• Country-specific analysis for 20 countries
![Page 5: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/5.jpg)
STRATEGIC ISSUES
![Page 6: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/6.jpg)
0%
10%
20%
30%
40%
50%
60%
2008 2009 2010 2011 2012 2013 2014
Linkingbusinessstrategyandcommunica on
Buildingandmaintainingtrust
Copingwiththedigitalevolu onandthesocialweb
Dealingwithsustainabledevelopmentandsocialresponsibility
TOP FOUR ISSUES FOR COMMUNICATION
MANAGEMENT IN EUROPE SINCE 2008
![Page 7: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/7.jpg)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008 2011 2014
Onlinecommunica on
Face-to-facecommunica on
Pressandmediarela ons:addressingonlinemedia
Pressandmediarela ons:addressingprintmedia
Pressandmediarela ons:addressingTV/radio
Socialmedia
DIGITAL MEDIA AND FACE-TO-FACE
COMMUNICATION GAIN IN IMPORTANCE, WHILE
ADDRESSING PRINT MEDIA LOOSES GROUND
![Page 8: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/8.jpg)
86.6%
72.5%
64.0%
54.7%
54.6%
2.3%
Interactwithconsumersandothers(e.g.answerques ons,provideservice)
Allowconsumersandotherstocommentonanexperiencewiththecompany/organisa onoritsproductsandservices
Solicitfeedbackfromconsumersandothersonproductandserviceimprovementsandinnova ons(e.g.survey)
Workinterac vely/directlywithconsumersandothersonproductandserviceimprovementsandinnova ons(e.g.focusgroups)
Offeradirectlineofcommunica onwithcompany/organisa onmanagement
Noneofthese
TYPE OF COMPANY BEHAVIOUR ON SOCIAL
MEDIA EXPECTED BY STAKEHOLDERS, AS
REPORTED BY COMMUNICATORS
![Page 9: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/9.jpg)
LEADERSHIP
![Page 10: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/10.jpg)
71.8%
63.6%
57.1%
54.8%
48.1%
34.7%
29.3%
25.0%
23.9%
19.6%
10.4%
5.7%
4.7%
In-personspeeches/appearances
Company/organisa onwebsite
TVinterviews
Printinterviews
Formalannouncement/newsrelease
Annualreports/officialcompanyreports
Communica onstocompanyemployeesthatanemployeemadepublic
Leaderorcompany/organisa onblog
Company/organisa onsocialcommunitysite
Company/organisa onsocialnetworkingandmicrobloggingservice
Televisionadver sing
Onlineadver sing
Printadver sing
IMPACT OF VARIOUS COMMUNICATION
ACTIVITIES ON PUBLIC OPINION ABOUT
LEADERSHIP
![Page 11: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/11.jpg)
94.7%
90.9%
90.1%
90.0%
89.0%
87.1%
81.3%
78.4%
77.5%
74.1%
71.1%
61.9%
52.5%
51.0%
Communica nginanopenandtransparentway
Providingaclearoverall,long-termvision
Handlingcontroversialissuesorcrisescalmlyandconfidently
Leadingbyexample
Aligningwhatissaidanddone
Bringingoutthebestinothers
Admi ngmistakes
Tellingacompelling,easilyunderstandablestory
Makingtoughdecisions
Showingrespectfordifferentcultures
Demonstra ngabilitytoworkwithdifferentpersonalitystyles
Showingrespectfortheorganisa on’shistoryandculture
Takingac vestepstoensurediversityintheirorganisa on
Usinginspira onalrhetoric
Importantcharacteris csorbehaviourstobedemonstratedbyeffec veleaders
CHARACTERISTICS OF EFFECTIVE
LEADERS
![Page 12: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/12.jpg)
IMPORTANT ATTRIBUTES OF
ORGANISATIONAL LEADERSHIP IN
DIFFERENT COUNTRIES
![Page 13: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/13.jpg)
MOBILE COMMUNICATION
![Page 14: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/14.jpg)
64.7%
61.1%
61.1%
30.2%
16.3%
15.2%
15.2%
16.5%
61.1%
38.2%
38.2%
22.0%
25.1%
22.5%
22.5%
17.1%
61.0%
32.4%
32.4%
21.3%
21.3%
18.3%
18.3%
15.6%
51.9%
25.6%
25.6%
17.4%
28.0%
18.3%
18.3%
12.8%
Mobilecorporate/organisa onalwebsite
Appsforsmartphones(iPhone,etc.)
Appsforsmartphones(iPhone,etc.)
Mobilepressroomwebsite
Applica onsalreadyimplementedandplannedfor2014
Jointstockcompanies
Privatecompanies
GovernmentalOrganisa ons
Non-profitorganisa ons
MOBILE COMMUNICATION IN DIFFERENT
TYPES OF ORGANISATION
![Page 15: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/15.jpg)
GermanyAustria
Switzerland
France
Belgium
Netherlands
UnitedKingdom
Denmark
Sweden
NorwayFinland
Spain
Portugal
Italy
Greece
Croa a
Serbia
Romania
Poland
Russia
Mobilecorporate/organisa onalwebsite
Appsforsmartphones(iPhone,etc.)
AppsfortabletPCs(iPad,etc.)
Othermobilewebsites
MobilepressroomwebsiteScale:0.0%(min.)–80.0%(max.)
COUNTRY TO COUNTRY ANALYSIS OF MOBILE
COMMUNICATION
![Page 16: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/16.jpg)
Opportunities
• Communication with stakeholders at any time
• User-friendly content presentation
• Reaching younger publics
Challenges
• Integration with other channels and platforms
• Conclusive concepts which create added value
• Presenting complex content on small screens
KEY OPPORTUNITIES AND CHALLENGES OF
MOBILE COMMUNICATION
![Page 17: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/17.jpg)
GENDER AND STRATEGIC
COMMUNICATION
![Page 18: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/18.jpg)
34.7%
30.6%
30.0%
19.1%
14.4%
7.6%
47.5%
50.4%
33.4%
38.3%
37.2%
19.3%
17.7%
19.0%
36.6%
42.6%
48.5%
73.2%
Femaledominancewillfosterprofessionalism
Femalemajori eswillmovetheprofessiontowardssymmetricalcommunica on
Feminisa onwillperpetuatetheso imageoftheprofession
Feminisa onwillincreasetheprocessofencroachment
Afemalemajoritywillleadtoanincreaseofaveragesalariesforcommunica onprofessionals
Feminisa onwillslowdownthetechnologicalevolu onoftheprofession
Perceivedconsequencesofafemalemajorityupontheprofession
Agreement(scale4-5) Neutral(scale3) Disagreement(scale1-2)
FEMINISATION OF THE PROFESSION
![Page 19: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/19.jpg)
1.50 2.00 2.50 3.00 3.50
Inmyorganisa on,femalecommunica onprofessionals,comparedtomaleprac oners...
Maleprac oners
Femaleprac oners
needmore meforprivateobliga ons(children,otherfamilymembers,etc.)
faceinvisiblebarriershinderingtheircareerpathtothetop**
havetoaccomplishmoreinordertoachievethesamesuccess**
havelessadvancementopportuni esdespiteholdingthesamequalifica ons**
receivelesssupportbymentors**
performworkwhichislessvaluedinrela ontoorganisa onalsuccess**
havetoworkharderforsecuringquality,long-termrela onshipswithsuperiorsortopexecu ves**
areratherexcludedfrominformalpowernetworks**
MALE AND FEMALE PRACTITIONERS REPORT
DIFFERENT PRACTICES IN ORGANISATIONS
![Page 20: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/20.jpg)
TRADITIONAL GENDER PREJUDICES STILL
PREVALENT IN THE PROFESSION – BUT
MANAGEMENT SKILLS ARE MORE STRONGLY
ATTRIBUTED TO WOMEN
![Page 21: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/21.jpg)
EXCELLENT COMMUNICATION
FUNCTIONS
![Page 22: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/22.jpg)
Statistical analyses are used to identify excellent organisations based on benchmarking approaches and self-assessments known from quality management
EXCELLENCECommunica onfunc onsinorganisa onswhichoutperformothersinthefield
INFLUENCEInternalstandingofthecommunica onfunc on
withintheorganisa on
ADVISORYINFLUENCE(Q30)
Seniormanagerstakerecommenda onsofthecommunica onfunc on
(very)seriously
EXECUTIVEINFLUENCE(Q31)
Communica onwill(very)likelybeinvitedtosenior-levelmee ngsdealingwith
organisa onalstrategicplanning
PERFORMANCEExternalresultsofthecommunica onfunc on’s
ac vi esanditsbasicqualifica ons
SUCCESS(Q32)
Thecommunica onoftheorganisa oningeneralis
(very)successful
COMPETENCE(Q33)
Thequalityandabilityofthecommunica onfunc onis(much)
be ercomparedtothoseofcompe ngorganisa ons
MODEL FOR IDENTIFYING EXCELLENT
COMMUNICATION FUNCTIONS
![Page 23: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/23.jpg)
EXCELLENT COMMUNICATION FUNCTIONS IN
DIFFERENT TYPES OF ORGANISATIONS
![Page 24: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/24.jpg)
COMMUNICATION FUNCTION ALIGNMENT:
SIGNIFICANT DIFFERENCES BETWEEN
DEPARTMENTS WITH EXCELLENT
COMMUNICATION FUNCTIONS AND OTHERS
![Page 25: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/25.jpg)
EXCELLENT COMMUNICATION FUNCTIONS ARE
CHARACTERISED THROUGH MORE OVERTIME
WORK
![Page 26: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/26.jpg)
PROFESSIONALS WORKING IN ORGANISATIONS
WITH EXCELLENT COMMUNICATION FUNCTIONS
REPORT A HIGHER LEVEL OF JOB SATISFACTION
![Page 27: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/27.jpg)
![Page 28: European communication monitor 2014](https://reader033.vdocuments.net/reader033/viewer/2022052910/559aff4d1a28ab821a8b481c/html5/thumbnails/28.jpg)
© 2014
Prof. Dr. Ralph Tench
Professor of Communication
Leeds Metropolitan UniversityUnited Kingdom
Prof. Dr. Dejan Verčič
Professor of Public Relations
University of Ljubljana
Slovenia
www.communicationmonitor.eu
A joint project by: Sponsor: