The 2008 monitor surveyed the decising-making power of communication functions in Europe and the evolution of various communications disciplines. Major challenges for the future of the sector like dealing with sustainable development and social responsibility (CSR) or coping with the digital evolution and the social web were investigated. The European Communication Monitor 2008 is based on responses from 1,524 communication professionals in 37 European countries. Detailed analyses for the largest study on strategic communication and public relations (PR) worldwide are available for 20 countries and different types of organisations (companies, non-profits, governmental, agencies).

Key insights

  • Decising-making power of communication functions in Europe: mostly weaker than in the United States
  • Communication disciplines: internal/change and sustainability/CSR communications predicted to be fastest growing in Europe
  • Major challenges for the future: linking communication to business strategies, dealing with sustainable development and social responsibility, coping with the digital evolution and the social web

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Background and credits

Research team

Ansgar Zerfass, University of Leipzig (GE) – Lead Researcher;
Angeles Moreno, University Rey Juan Carlos, Madrid (ES); Ralph Tench, Leeds Metropolitan University (UK); Dejan Vercic, University of Ljubljana (SI); Piet Verhoeven, University of Amsterdam (NL)
Assistant researcher: Stephanie Krahl

Advisory Board

Emanuele Invernizzi, Milan (IT), Valerie Carayol, Bordeaux (FR), Betteke van Ruler, Amsterdam (NL), Sven Hamrefors, Mälardalen (SE), Øyvind Ihlen, Oslo (NO), Ryszard Lawniczak, Poznan (PL)

Organisers and partners

The ECM 2008 was organised by the European Public Relations Education and Research Association (EUPRERA) supported by sponsor Cision and media partner Communication Director magazine.