Leeds Met contributes to largest ever EU-funded strategic communication project
There is little organised life-long learning in public relations and communication management in Europe. Consequently senior communication practitioners believe there are major failings in capabilities related to the profession which if not addressed will serve as significant challenges for European organisations over the next ten years, according to the findings of the major project.
That is one of the most important findings from ECOPSI (European Communication Professionals Skills and Innovation Programme) that includes academic partners from the United Kingdom, Germany, Spain, Netherlands, Slovenia and Turkey. These partners are: Leeds Metropolitan University, University of Leipzig, University Rey Juan Carlos, University of Amsterdam, University of Ljubljana, Istanbul University as well as a leading professional organisation; the European Association of Communication Directors. The findings of this intensive 15-month research programme are based on survey data from more than 40 countries and 53 in-depth interviews with chief communication officers and professionals from organisations such as Shell, Henkel, McDonalds and Daimler AG. The research report is freely available from the ECOPSI website (www.ecopsi.org.uk) as well as additional information and info-graphics.
"The context for this project is a communication sector in Europe, which has grown and developed significantly over the last 20 years," says Professor Ralph Tench, project leader of ECOPSI at Leeds Met. "This expansion has been influenced by political, economic and cultural shifts, which have seen profit, and non-profit organisations equally recognise the role and significance of communication in achieving organisational goals. This project contributes to the development of the communication practice across Europe by mapping and evaluating the current and future communication management skills of practitioners across Europe."
The research programme is oriented around the ECOPSI Communication Role Matrix. The team has been able to significantly expand the knowledge and understanding on the key questions for the ECOPSI project, which is to develop insight into the current competencies of communications specialists in Europe, as well as understanding of their future development needs.
Six major conclusions are drawn from the research.
1. The findings suggest there is little organised life-long learning or evidence of recognised CPD pathways and the value of formal undergraduate and postgraduate education is questioned. The profession needs to challenge both what Communication and PR education currently consists of and how it is delivered.
2. Social media knowledge is acknowledged as a weakness people feel they need to improve in. "More specifically," Ralph notes, "the majority of practitioners feel they need a greater understanding of its strategic application".
3. The industry needs to look closely at how it can foster intercultural relationships and cross-cultural working by setting up accredited and recognised programmes of exchange/secondment/internship with different companies in different countries. Existing student exchange programmes, such as Erasmus were held in particularly high regard.
4. Models of coaching and mentoring within the sector need to be devised and shared in an attempt to offer more formal, organised and supported career development that is on-the-job and in-situ. This could involve internal and external schemes, which again could be certified or accredited by a professional association or body.
5. The value of observing others and learning from them is noted. Networks and Forums are a recognised support for practitioners at senior and lower levels but there may well be a gap in the middle ranks where professionals are more guarded of sharing knowledge, experience and weaknesses.
6. Finally, there is evidence of an emerging future need to be a 'generalist communications specialist'.
These findings are based on data that has been collected in two forms; (1) quantitative, through an online survey of nearly 2,200 practitioners in 42 countries as part of the annual European Communications Monitor survey and (2) qualitatively through focus groups and interviews. Focus groups were held with four role groups: chief communications officers, crisis communicators, internal communicators and social media managers. Interviews have been held across six geographically distinct regions of Europe with a total of 53 communications practitioners at different levels and performing different roles within renowned organisations such as Shell, Philips, Henkel, DHL.
Ralph, commenting on the importance of the report's findings, added: "In order for organisations to gain a competitive advantage in the market in the future, practitioners will need to understand and make sense of the competency gaps we have identified in many areas. For example in addition to the obvious technology transformations an emerging trend is the growing importance of working as a member of a virtual team, which brings both opportunities and threats. We need to build teams with the skills and competencies to manage this kind of practical change."
The European Communication Professionals Skills and Innovation Programme (ECOPSI) is a research project exploring the competencies required by communication professionals in Europe. This innovative program is a partnership of six leading European universities in communication research and education located in Germany, Netherlands, Slovenia, Spain, Turkey and the UK as well as the European Association of Communication Directors (EACD) in Brussels. The programme is led by Leeds Metropolitan University. This two-year research project is the first of its kind and is funded by the European Union.