Besides key trends like fake news, the ECM 2018 survey explores communications’ contributions to organisational success as well as the work environment for communication professionals in Europe. Work engagement and stress, job satisfaction and its drivers as well as the status of leadership in communication units are explored. Moreover, the longitudinal development of  strategic issues in the field, and characteristics of excellence are in the focus of the 12th edition. The European Communication Monitor 2018 is based on almost 3,100 communication professionals in 48 countries. Detailed analyses are available for 22 countries and different types of organisations (companies, non-profits, governmental, agencies).

Key insights


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    • FAKE NEWS: 22.5% of European organisations and their reputation have been affected by fake news within the last months. The main sources of misleading content are social media (81.3%), but mass media (59.6%) also plays a huge role. Despite these challenges only 12% of the affected organisations have already established advanced routines to identify (potential) fake news.
    • INFORMATION PROVISION: By far the most important and most frequently provided information by communication specialists is about news in ‘gate kept’ media (mass media with professional journalists) and social media. Only 28.4% of the communication departments and agencies in Europe prepare advanced types of reporting with edited or curated content that delivers deep insights for decision-makers on a daily basis.
    • WORK STRESS: 39.0% in Europe feel tense or stressed out during their working day. At the same time 25.0% do not have the appropriate resources to manage this experience. Hence, one in four (27.9%) has serious stress problems (reporting stress and not being able to manage it).
    • Job satisfaction: Longitudinal comparison with the monitor surveys in 2010 and 2014 reveals a slow decline in overall job satisfaction among communication professionals in Europe. 28.9% of the surveyed practitioners would like to change their current employer within the next twelve months. However, three quarters of the communication professionals in Europe are happy in their job – overall satisfaction is the strongest in consultants or agencies (79.0%).

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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 Beckett University (UK); Dejan Vercic, University of Ljubljana (SI); Piet Verhoeven, University of Amsterdam (NL)
Assistant researchers: Markus Wiesenberg, Ronny Fechner

National research collaborators

Emanuele Invernizzi, Milan (IT), Valerie Carayol, Bordeaux (FR), Jesper Falkheimer, Lund (SE), Finn Frandsen, Aarhus (DK), Oyvind Ihlen, Oslo (NO), Alexander Buhmann, Oslo (NO), Vilma Luoma-aho, Jyväskylä (FI), Waldemar Rydzak, Poznan (PL), Denisa Hejlova, Prague (CZ), Alexandra Craciun, Bucharest (RO), Milko Petrov, Sofia (BG), Sonia Sebastiao, Lisbon (PT), John Gallagher, Dublin (IE), Sandrine Roginsky, Louvain (BE), Liudmila Minaeva, Moscow (RU), Sabine Einwiller, Vienna (AT), Ana Tkalac Verčič, Zagreb (HR), Danijela Lacic, Novi Sad (RS), Ayla Okay, Istanbul (TR)

Organisers and partners

The ECM 2018 was organised by the European Public Relations Education and Research Association (EUPRERA) and the European Association of Communication Directors (EACD), supported by premium partner PRIME Research, a member of the CisionGroup, digital communications partner Fink & Fuchs, and media partner Communication Director magazine.