The 2017 survey explores trends like visualisation, social bots, and benchmarking in strategic communication. Other topics covered by the largest study on strategic communication and public relations (PR) worldwide are the consequences of hypermodernity for communications, its contribution to organisational success, the longitudinal development of communication channels, strategic issues in the field, and characteristics of excellence. The European Communication Monitor 2017 is based on responses from 3,387 communication professionals in 50 countries. Detailed analyses are available for 20 countries and different types of organisations (companies, non-profits, governmental, agencies).
- Visualisation: 94% of communicators believe in a rising importance for strategic communication, but competencies and processes are still nascent
- Social bots: 73% confirm ethical challenges; but only 15% of organisations will use it in the near future
- Hypermodernity: cultural transformation influences stakeholder relations
- Benchmarking: less common in communications compared to other functions, mainly focused on messaging activities (up to 51%)