The negative connotation of the concept and the term of public relations in mass media still remains as a problem in proving the value of communication activities, internal and online channels still spread themselves, but there is also a discrepancy between the offered and necessary trainings for communication professionals in campaigns – are just some of the conclusions of the last "European Communication Monitor" (ECM) research project.

This research in the area of communication management and public relations is being implemented once per year starting from 2007. The research from 2011 represents the most comprehensive analysis so far, with participation of 2209 professionals from 43 countries of Europe. The examinees are characterized by significant experience: more than ¾ of them are communication managers or executive directors of agencies, 56% of them have over ten years of professional experience, and the percentage of the age of examinees is 41.

The ECM is a powerful tool and valuable indicator in developing communication strategy, since it is about a very serious research which has been implemented by the world known researchers.

You can download the research here .