Key insights

  • Communication departments: 60% report directly to the CEO

  • Decision making: European professionals are risk-averse, compared to US

  • Credibility of public relations: 42% say that the term 'PR' is discredited

  • ROI of communication: Many use the term, but basic knowledge is missing

  • Social media: Governance structures and skills are underdeveloped

  • Qualifications: large gap between training needs and programmes offered

  • Salaries: More have entered the top ranks, low-paid cluster is also growing

ECM 2011 Cover


European Communication Monitor 2011

The ECM 2011 survey is based on responses from 2,209 communication professionals in 43 countries. The study was organised by the European Public Relations Education and Research Association (EUPRERA) and the European Association of Communication Directors (EACD), supported
by Infopaq and Grayling.

Other ECM editions

Use the "Reports" menu above to access results and additional material for all ECM editions since 2007.


Research Team and Authors

  • Ansgar Zerfass, Prof. Dr., University of Leipzig (GE) - Lead Researcher
    Piet Verhoeven, Dr., University of Amsterdam (NL)
    Ralph Tench, Prof. Ph.D., Leeds Metropolitan University (UK)
    Angeles Moreno, Prof. Ph.D., University Rey Juan Carlos, Madrid (ES)
    Dejan Vercic, Prof. Ph.D., University of Ljubljana (SI)

  • Advisory board ECM 2011

    Emanuele Invernizzi, Milan (IT), Valerie Carayol, Bordeaux (FR), Francesco Lurati, Lugano (CH), Finn Frandsen, Aarhus (DK),
    Oyvind Ihlen, Oslo (NO), Ryszard Lawniczak, Poznan (PL)