Key insights

  • Big data: 72% of communicators believe this will change their profession, but only 21% of all organisations have implemented activities by now

  • Automation: few use the power of algorithms for adapting content

  • Strategic issues: longitudinal data over a decade (2007-2016)  indicate dramatic changes for communication management

  • Communication channels: face-to-face is more important than social media
  • Social media influencers: 43% use specific strategies to approach them

  • Competencies: gap between training offered and development needs

ECM 2015 Cover


European Communication Monitor 2016

The ECM 2016 survey is based on responses from 2,710 communication professionals in 43 countries. Detailed analyses are available for 20 countries and different types of organisations (companies, non-profits, governmental, agencies). The study was organised by the European Public Relations Education and Research Association (EUPRERA) and the European Association of Communication Directors (EACD), supported
by partner Prime Research.

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

  • National research contacts and professors ECM 2016

    Emanuele Invernizzi, Milan (IT), Valerie Carayol, Bordeaux (FR), Jesper Falkheimer, Lund (SE), Finn Frandsen, Aarhus (DK), Oyvind Ihlen, Oslo (NO), Vilma Luoma-aho, Jyväskylä (FI), Waldemar Rydzak, Poznan (PL), Denisa Heilova, Prague (CZ), Alexandra Craciun, Bucharest (RO), Milko Petrov, Sofia (BG), Eleni Aspori, Athens (GR), Evandro Oliveira, Braga (PT), John Gallagher, Dublin (IE), Andrea Catellani, Louvain (BE), Liudmila Minaeva, Moscow (RU)