European Communication Monitor: What communicators need to know?

The European Communication Monitor 2023 offers us a look back at the most important strategic issues combined with a look ahead, identifying five areas of future action for communication leaders based on summarising empirical insights and research. 

• Digital technologies, AI, and big data change everything. Key to communicators’ success is using technology beyond automated messaging for internal advising and improved workflows. 

• Vigorously implemented digitalization strategies increase the digital maturity of communication units – they should focus on redesigning tasks and processes as well as breaking down structural barriers. 

• Cyber security is essential: protecting organizational communication infrastructure, implementing analogue backup routines, and preparing for crises triggered by cyberattacks are indispensable. 

• Communication practitioners lack many of the competencies required to face the challenges and unleash the full potential of digital opportunities. More effective training for use needs to be developed. 

• New opportunities for communicators emerge from serving as consultants in their organizations – the role that is expected to grow in importance in the coming years. 

• Increased investment in training, even for seasoned communications professionals and new virtual formats are needed to keep communications departments and agencies at the cutting edge. 

• There is a clear convergence of the importance of all communication channels. Today, effective and efficient stakeholder communication must be conducted omnichannel via all suitable platforms and media. 

• The hybridization of media content exemplified by brand journalism, content marketing, and native advertising requires a deeper integration of communication disciplines in organizations. 

• The visual turn in strategic communication through advancements in digital media, augmented reality (AR), virtual reality (VR), and parallel worlds (e.g., the Metaverse) calls for new approaches and solutions. 

• Communication leaders should reinforce inclusive leadership based on shared power and collaborative decision-making to nurture a supportive team culture. 

• Job satisfaction resulting from interesting tasks, career opportunities, and appreciation by superiors is the key driver for commitment among communicators – leveraging this must be a priority. 

• Combining the experiences and skills of diverse colleagues will enable communication departments and agencies to support organizations’ diversity, equality, and inclusion initiatives with solid expertise. 

• Social media platforms have created an environment in which misinformation thrives – communicators should use contemporary digital tools to monitor and challenge information disorder. 

• Authenticity, emotional engagement, and storytelling are key to effective communication in a post-truth society, especially when stakeholders are highly involved, such as in crises. 

• More investment in concrete and applicable ethics guidelines is needed as the shift to autonomous forms of communication assisted by AI brings new challenges for building and maintaining trust.