The 10th anniversary edition covers the usage of big data and algorithms for strategic communication, new ways to enable top management and other staff. Other topics include stakeholder engagement, the role of social media influencer, social media skills and management competencies. Longitudinal development of communication channels, strategic issues in the field, and characteristics of excellence complete the range of the largest study on strategic communication and public relations (PR) worldwide. The European Communication Monitor 2016 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).
- 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