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European Communication Monitor 2007

18 Haziran 2011 , Cumartesi 12:00
European Communication Monitor 2007

Trust and public relations

Building trust is a major challenge for public relations – it needs open communication, dialogue and authenticity. Nine out of ten PR professionals in Europe identify authentic, dialogical and open communication as the main lever for building and obtaining trust. However, nowadays’ communication strategies are called into question: only 60% of those working in the field think that public relations can create sustainable trust, and even less are convinced that this can be measured.

Press and media relations are not able to reconstitute trust in corporations and institutions on their own. Additional strategies like positioning personalities and corporate brands are necessary to establish authenticity, utilizing a maximum number of contact points with relevant stakeholders.

Communication and innovation management

A number of questions dealing with promoting new ideas, products and technologies and the underlying concepts of innovation shows that the prospects of innovation communication are widely neglected. Only every fifth communication manager in Europe has adopted the topic „innovation“ – which is from utmost importance for CEOs and top management – as a strategic issue for himself. Two third of the PR professionals are not regularly involved into the innovation process within their company. So it is quite clear that the prevailing concept of innovation communication is rather traditional, focussing on the „end of the pipe“ and making external announcements.

Nevertheless, progressive PR professionals support a new understanding of “open innovation”, a concept preached by global companies and management consultancies these days. Significant differences are evident with regard to respondents that are already strongly involved in the innovation process and/or who have recognized the strategic relevance of innovation management. It becomes clear that communication management is requested to support the innovation process from start to finish and to organize an open flow of ideas.

Public relations evaluation is most important, but still deficient in Europe

Linking business strategy and communication is identified as most important issue for public relations by every second PR professional in Europe. But only 20% measure the influence of communication on stock performance; 33% are interested in their contribution to market share. On a more general level, evaluation is still focused on measuring the output in the mass media, using content analysis and counting the total number of clips. PR professionals are also hooked on evaluating corporate reputation, though this overall indicator can hardly be used to set goals and optimize communication management.

Compared to similar research from the United States this survey reveals that Europe shows different approaches towards communication controlling. For example, practitioners still believe in counting press clippings and celebrating increased budgets.

Fragmented audiences pose a major challenge to public relations in Europe

Communication strategies which cope with aspects like specification and adressing stakeholders directly via online channels will be decisive in Europe’s changing media landscape. One-voice-strategies and unified messages are hard to realize, as no European sphere is emerging as a forum for public debate. So integrated communication has to be re-conceptualized as a strategic assignment, transcending the instrumental level often discussed today.

Upgrading the infrastructure for consultancy and controlling can be identified as a general trend within the field. The survey results show that saving money by outsourcing hand-on tasks in public relations (writing, printing, programming) is less important than building up potentials for future success. More than 60% of the respondents are interested in expanding their institutional network and establishing routines for managing and evaluation across Europe.

Significant upturn for public relations in Europe – Companies and B2C are going ahead

Seven out of ten communication managers in Europe expect increasing budgets in 2008 with an average plus of 14%. Public relations also creates jobs: every second asked in the survey expects to have more personnel in 2008. A more detailed analysis reveals that PR professionals in communication departments expect a significant stronger growth in financial as well as in personnel resources, compared to consultancies. This means that agencies are less dynamic (or more cautious) as their clients. Moreover, companies and agencies working in the business-to-consumer environment are expecting a 15,3% growth in budgets and a 23,4% growth in personnel in 2008.

 

 

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