Let me start by simply copying the entry on the press release (yes I can do this...):
The European Communication Monitor is the most comprehensive research into communication management and public relations worldwide, with almost 2,200 participating professionals from 42 countries in 2012.
It is organised by the European Public Relations Education and Research Association (EUPRERA), the European Association of Communication Directors (EACD) and Communication Director Magazine. The research is conducted by a group of professors from 11 renowned universities across Europe, led by Professor Ansgar Zerfass from the University of Leipzig, Germany.
Now let's go through the highlights of the findings...
Public Relations professionals feel regularly challenged when it comes down to ethics in their line of work. When we ask the question; did you experience ethical challenges within the last twelve months? 35% of us say yes, several times...
The top 3 fields of our practice where this is most often the case are Public Affairs, Online Communications/Social Media and traditional Media Relations and it are our "in agency" colleagues who are most likely to experience ethical dilemmas... Just 29% of us will turn to or use a professional Code of Ethics from our profession to solve the problem.
We are so misunderstood... sniff... At least that's the feeling I get when I see that 84.2% of my colleagues say that there is "a lack of understanding of communication
practice within top management". But then more than 75% also say that they experience difficulties to prove the impact of communication activities on organisational goals. Now that's bad and since one goes with the other...
At the EACD Summit - where these results where discussed - we had a good chat about the "accreditation" topic. Would an accreditation improve the professionalism of our industry and peers ? Well, 70% of us think that national or international accreditation can help improve the recognition and reputation of the communication profession. I am one of those and would definitely support a good accreditation system.
We also feel a bit lost... 43% of us think that compared to five years ago, we have less control over our message and we have more touch-points with our publics (more than 80%).
And maybe we spend too much time on the operational side of things... 37% of our time is spent on operational communication (talking to colleagues and journalists, writing press releases and print/online texts, producing communication media etc...) and 29% on managing communication activities and co-workers... But we only spend 19% on aligning communication, the organisation/client and its stakeholders and 14% on coaching, training and educating members of the organisation or clients.
And yes we still have a long way to go on certain topics. Social Media is there of course: coping with the digital evolution and the social web is an important strategic issue for the next 3 years for 46% of our colleagues and linking business strategy and communication for 44% of them.
Now there is a whole chapter on social media and I will definitely blog about it soon but you can already check out the best highlight from the study here on YouTube: