Asian-Pacific and European communicators measure on media and channels
Since 2007 the European Communication Monitor is known as the world’s biggest transnational study on strategic communication. In 2015 Ansgar Zerfaß, Professor of Strategic Communication at the University of Leipzig and his team transferred the well-respected ECM to the Asia-Pacific area.
General Results
Media clippings and response remain the predominant method of measurement and evaluation in Asia-Pacific used by 86% out of the 847 respondents. In comparison to European communication professionals, this result even exceeds the high scores in Europe where 82% out of the 1,496 professionals rely on these methods. Like their European colleagues, Asia-Pacific communication professionals also rely heavily on other output measures including internet/intranet use and internal client satisfaction. In Asia-Pacific the second most used metric is understanding of key messages (74%), whereas in Europe only 54% of the respondents use this metric.
The results on the number of monitored items were then transferred to the levels of impact and evaluation. Main differences between the European Communication Monitor (ECM) and the APCM become obvious on the outcome and outflow level, which are being much more measured in Asia-Pacific. However, a comparison has to be regarded with suspicion because of different views on the framework levels and diverse numbers of respondents. So an one on one comparison is not meaningful. Nevertheless the results give first impressions to the status quo in measurement.
Figure 1: APCM results, n=847; Question: Which items are monitored or measured by your organization to assess the effectiveness of communication management / public relations? Scale 1 (Do not use at all) – 5 (Use continuously). Percentages: Frequency based on scale points 4-5.
Figure 2: ECM results, n=1,496; Question: Which items are monitored or measured by your organization to assess the effectiveness of communication management / public relations? Scale 1 (Never) – 5 (Always). Percentages: Frequency based on scale points.
The Asia-Pacific Communication Monitor (APCM) is a unique transnational survey in strategic communication based on responses from 1,200 communication professionals from 23 countries working in corporations, non-profits, governmental organisations and communication agencies. The study was run by a network of leading research universities organized by the European Public Relations Education and Research Association (EUPRERA), Quadriga, and the Asian-Pacific Association of Communication Directors (APACD), supported by Prime Research International.
The next Asian-Pacific Monitor will be conducted in two years. You can find the current results in detail here.
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