Key insights

  • Ethical challenges: 6 out of 10 PR professionals face moral problems

  • Barriers: 84% state that top management lacks understanding

  • Practice of communication: Operational work takes 37% of a typical week

  • Social media: Large gap between importance and real implementation

  • Qualifications: Business knowledge needed, but training is missing

  • Recruiting: Academic education in communication management preferred

ECM 2013 Cover


European Communication Monitor 2012

The ECM 2012 survey is based on responses from 2,185 communication professionals in 42 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 Ketchum, a leading communications agency.

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
    Dejan Vercic, Prof. Ph.D., University of Ljubljana (SI)
    Piet Verhoeven, Dr., University of Amsterdam (NL)
    Angeles Moreno, Prof. Ph.D., University Rey Juan Carlos, Madrid (ES)
    Ralph Tench, Prof. Ph.D., Leeds Metropolitan University (UK)

  • Advisory board ECM 2012

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