Rapid changes in the communication environment challenge organisations around the globe. Many claim that mass media are losing their leading role in shaping public opinion and new approaches like content marketing are propagated.
However, there is little evidence that this helps to support organisational goals. Looking further, there is no compelling answer at all to the overarching question of how communication creates value for organisations – instead, various rationales like building reputation, managing relationships, avoiding crises, securing legitimacy, identifying opportunities or supporting sales compete with each other both in theory and practice.
These and other questions are explored in this year’s edition of the European Communication Monitor. This survey provides a clear view and understanding of the mindset of today’s European communications leaders and in this article we look at the standout findings of this year’s report.