Alfonso González HerreroRegional Coordinator, European Association of Communication Directors@aglezherrero
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Sobre el European Communications Monitor
8ª Edición
(2007-2014)
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2007: 1.087 / 22Sobre el European Communications Monitor
2014: 2777 / 42
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R e f e r e n c i a d e l s e c t o r a nivel mundial
Sobre el European Communications Monitor
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A n á l i s i s puntualA n á l i s i s longitudinal
Sobre el European Communications Monitor
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2008 RSC Cooperación empresa / agencia2009 Comunicación interna2012 Desafíos éticos y Acreditaciones2013 Reputación del CEO Asociacionismo Comunicación internacional
Asuntos abordados puntualmente por el ECM
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Communication in the digital age
Job attributes and satisfactionCareer development / mentoringNetworking practices
LeadershipMobile communication
Characteristics excellent communication
Y en el 2014...
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Análisis longitudinal
1. Most important issues for comms management
2. Importance of channels and instruments
3. Job Satisfaction4. Salary
Most important issues
(2008-2017)
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Most important issues for communication management in Europe until 2017
www.communicationmonitor.eu / Zerfass et al. 2014 / n = 2,777 PR professionals. Q 16: Please pick those three (3) issues which you believe will be most
44.9%
important for public relations / communication management within the next three years!
38.7%
34.2%
32.0%
30.8%
28.8%
28.4%
22.1%
16.2%
14.3%
9.6%
Linking business strategy and communication
Building and maintaining trust
Coping with digital evolution and the social web
Matching the need to address more audiencesand channels with limited resources
Strengthening the role of the communication function in supporting top-management decision making
Dealing with the demand for moretransparency and active audiences
Supporting organisational change
Dealing with sustainable developmentand social responsibility
Positioning organisations as leadersin their field
Positioning CEOs and top executivesas leaders
Dealing with the speed and volume of information flow
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Top four issues for communication management in Europe since 2008
0%
10%
20%
30%
40%
50%
60%
2008 2009 2010 2011 2012 2013 2014
Linking business strategy and communication
Building and maintaining trust
Coping with the digital evolution and the social web
Dealing with sustainable development and social responsibility
those three (3) issues which you believe will be most important for public relations / communication management within the next three years!
www.communicationmonitor.eu / Zerfass et al. 2014 / n = 2,777 PR professionals; Q6. Zerfass et al. 2013 / n = 2,710; Q9. Zerfass et al. 2012 / n = 2,185;Q6. Zerfass et al. 2011 / n = 2,209; Q7. Zerfass et al. 2010 / n= 1,955; Q 12. Zerfass et al. 2009 / n = 1,863; Q6. Zerfass et al. 2008 / n = 1,524. Q 16: Please pick
Importance of various channels
(2008-2014)
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Importance of various channels and instruments in strategic communication
85.9%
stakeholders, gatekeepers and audiences? Scale 1 (Not important) – 5 (Very important). Percentages: Important channel, scale points 4-5.
81.0%
79.0%
76.3%
73.2%
63.2%
61.6%
51.5%
48.9%
40.5%
Online communication
Face-to-face communication
Press and media relations: addressing online media
Press and media relations: addressing print media
Press and media relations: addressing TV/radio
Social media
Events
Mobile communication
Non-verbal communication
Corporate publishing/media
www.communicationmonitor.eu / Zerfass et al. 2014 / n min = 2,666 PR professionals. Q 24: How important are the following methods in addressing
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Digital media and face-to-face communication gain in importance, while addressing print media looses ground
0%2008 20112014
10%
20%
30%
100%
90%
80%
70%
60%
50%
40%
Online communicationFace-to-face communicationPress and media relations: addressing online media
Press and media relations: addressing print media
Press and media relations: addressing TV/radio
Social media
years? Scale 1 (Not important) – 5 (Very important). Percentages: Important channel, scale points 4-5.
www.communicationmonitor.eu / Zerfass et al. 2014 / n min = 2,631 PR professionals; Q 11. Zerfass et al. 2011 / n min = 2,146; Q 3. Zerfass et al. 2008 /n min = 1,524. Q 24: How important are the following methods in addressing stakeholders, gatekeepers and audiences? Will this change within the next three
165 (Very important). Percentages: related to important channels, based on scale points 4-5.
Longitudinal analysis shows that professionals tend to overestimate digital media and underestimate traditional channels
www.communicationmonitor.eu / Zerfass et al. 2014 / n min = 2,631 PR professionals; Q 11. Zerfass et al. 2011 / n min = 2,146. Q 24: How important are the following methods in addressing stakeholders, gatekeepers and audiences? Will this change within the next three years? Scale 1 (Not important) –
Predicted importance 2011 - 2014
Real importance 2011 - 2014
Variation
Online communication +20.5% +11.1% -9.4%
Face-to-face communication +13.0% +16.9% +3.9%
Press and media relations: addressing online media +25.8% +10.8% -15.0%
Press and media relations: addressing print media -16.1% -7.2% +8.9%
Press and media relations: addressing TV/radio +1.8% +9.1% +7.3%
Social media +45.0% +22.7% -22.3%
Events +3.3% +7.7% +4.4%
Non-verbal communication -15.6% +17.8% +33.4%
Corporate publishing/media +6.2% -1.3% -7.5%
Job Satisfaction(2010-2014)
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Professionals rate their job situation less positively compared to 2010
www.communicationmonitor.eu / Zerfass et al. 2014 / n = 2,777 PR professionals. Q 16. Zerfass et al. 2010 / n = 1,955. Q 3: How do you feel about your actual job situation? Scale 1 (Strongly disagree) – 5 (Totally agree). Percentages: Agreement based on scale points 4-5.
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Job satisfaction among communication professionals across Europe
www.communicationmonitor.eu / Zerfass et al. 2014 / n = 2,397 PR professionals from 20 countries. Q 3: How do you feel about your actual job situation? Statement: Overall, I am satisfied with my job. Scale 1 (Strongly disagree) – 5 (Totally agree). Mean values.
Salary
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Basic annual salary of communication practitioners in Europe 2014
www.communicationmonitor.eu / Zerfass et al. 2014 / n = 2,394 PR professionals. Q 41: In which of the following bands does your basic annual salary fall?
22annual salary fall?
Annual salaries in different European countries in detail
www.communicationmonitor.eu / Zerfass et al. 2014 / n = 2,077 PR professionals from 20 countries. Q 41: In which of the following bands does your basic
Up to€30.000
€30,001 -€60,000
€60,001 -€100,000
€100,001 -€150,000
More than€150,000
Up to€30.000
€30,001 -€60,000
€60,001 -€100,000
€100,001 -€150,000
More than€150,000
Germany 9.1% 31.8% 30.1% 13.6% 15.3% Finland 0.7% 62.7% 26.8% 7.0% 2.8%
Austria 4.8% 39.4% 30.8% 20.2% 4.8% Spain 17.4% 39.4% 21.2% 12.9% 9.1%
Switzerland – 6.4% 22.4% 36.8% 34.4% Portugal 33.3% 40.0% 18.3% 5.0% 3.3%
France 3.3% 26.2% 32.8% 26.2% 11.5% Italy 11.6% 42.1% 27.4% 9.5% 9.5%
Belgium 13.6% 38.1% 32.0% 10.2% 6.1% Greece 26.2% 50.8% 15.4% 4.6% 3.1%
Netherlands 2.7% 35.8% 30.4% 21.6% 9.5% Croatia 75.9% 13.0% 5.6% 3.7% 1.9%
United Kingdom
4.2% 22.9% 38.2% 18.1% 16.7% Serbia 73.6% 19.4% 4.2% 2.8% –
Denmark 2.0% 13.7% 47.1% 23.5% 13.7% Romania 80.2% 12.8% 5.8% 1.2% –
Sweden 4.2% 61.8% 23.6% 6.7% 3.6% Poland 60.0% 23.1% 4.6% 6.2% 6.2%
Norway 0.8% 16.9% 60.5% 15.3% 6.5% Russia 52.5% 26.2% 13.1% – 8.2%
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EACD members enjoy a comparatively high annual salary
www.communicationmonitor.eu / Zerfass et al. 2014 / n = 2,394 PR professionals. Q 41: In which of the following bands does your basic annual salary fall? Q 37: Are you a member of a professional organisation? Highly significant differences (chi-square test, p ≤ 0.01, Cramér's V = 0.300).