10 future PR highlights from 2014 European Communication Monitor; webinar for students
The 2014 European Communication Monitor (ECM) spotlights key issues facing the European public relations profession including leadership, workflow, skills and new forms of media. ECM has been run annually since 2007, and is the leading and most comprehensive analysis of the European market with more than 2,000 participating professionals (decision makers in PR, average age 40 years, from 40+ European countries).
Its partly funded by Ketchum and is conducted by a group of academics from universities in 11 countries within the framework of EUPRERA in partnership with the European Association of Communication Directors (EACD).
Here are the top ten findings identified by the study for 2014.
#1 Professional communication in the digital age
84% of communicators state that new ways of communication are enriching their jobs. Yet 73% say their daily work pressure is steadily increasing.
#2 Job attributes and job satisfaction
Communicators place greater importance on satisfaction-drivers such as interesting tasks, career opportunities and appreciation from superiors and (internal) clients, rather than on, for example, job security and work-life balance.
#3 Salaries
8% of European communicators report a base salary of more than €150,000 a year while nearly a quarter earn less than €30,000 per year.
#4 Career development and mentoring
The top three factors for obtaining a good position in strategic communication are networking among peers and colleagues (78%), further education on the job (71%), and moving to a new employer (71%).
#5 Networking practices and platforms
82% of respondents agree that networking is important for career progression and personal development and about the same number sees networks as important for reaching business and communication goals of the organisation.
#6 Strategic issues
45% of the respondents state that the most important challenge for the profession today is linking communication and business strategies in a proper way.
#7 Excellent communication functions
By combining self-assessments, benchmarks and statistical analyses, the study has identified characteristics of excellent communication functions. The results show that one in five communication departments is significantly more competent, influential and successful compared to others in Europe.
#8 Gender
Female professionals report a higher increase of work pressure but are better at utilising digital technologies for the job.
#9 Communication channels and social media
86% consider online communication channels as being the most relevant for strategic communication, which is a strong rise from 58% in 2009.
#10 Mobile communications
Although a third of organisations have implemented apps for smartphones and tablets, more than 40% are not planning to use such tools for strategic communication. In contrast, 62% already employ mobile corporate or organisational websites.
Ketchum webinar for students and young professionals
Ketchum is hosting a webinar for students and young professionals next Wednesday to review some of the key lessons.
The 45 minute session will be run twice on Wednesday, October 29, 2014 in the morning at 10am (UK time) and 5pm (UK time). The session will be hosted jointly by Ketchum and the research team.
- Prof. Ralph Tench, Professor of Communication Education, PR and Communication, Leeds Beckett University, UK
- Prof. Dr. Ansgar Zerfass, Professor of Communication Management, University of Leipzig, Germany
- Prof. Dr. Joachim Klewes, Senior Partner, Ketchum
- Ms. Julia Menninga, Head of Learning and Development Ketchum Europe, based in London, UK
To register for the webinar please email the-future@ketchumpleon.com.
