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18/07/2013 Statistics and MICE researches

The prospects and future of communications in the new European Communication Monitor 2013

Several interesting perspectives and innovative ideas regarding the future of communication emerged from the 'European Communication Monitor (ECM), the study developed by the European Public Relations Educations and Research Association (EUPRERA ) and the European Association of Communication Directors (EACD), sponsored by global communication firm Ketchum.

The survey, one of the most important on an international level, now in its 7th edition, was conducted on a sample of more than 2,700 communicators in 43 European countries.

Among the main results that emerged from the survey, those particularly worthy of note including a growing need for international communication, although solid organizational structures are still missing. In fact, seven communicators out of ten feel that communicating internationally is an important part of daily business and is likely to become even more important over the next three years.

In Italy, 73% of communicators share this opinion, while only 44.6% of the respondents (against the European average of 47.3%) stated that their companies had instituted adequate structures and programs for international communication, thus showing a glimmer of hope for increased margins of improvement.  

The survey also highlighted how the “digital” gap between various generations seems to be closing, revealing a fairly similar behavioural trend between different age groups and, in particular, between the so-called digital natives, i.e. people under the age of 30 and those over the age of 30.

According to communication professionals the main communication tools are social networks or online communities, online videos, mobile APPs, microblogs and photo-sharing which have varying levels of importance depending on the countries in question. However, for the first time, the perceived importance of social media has not increased, probably due to the fact that they are merging in the media mix of organizations and have to be discussed as an integral part of communication management.  

The complete survey can be downloaded from www.communicationmonitor.eu.


Statistics and MICE researches
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