Strategic communication across borders: Country and age effects in the practice of communication professionals in Europe

In this research, we investigated whether the perception of the importance of certain types of media, strategic issues, and excellence in the professional field of strategic communication in Europe differs across countries and across generations. Data were used from the 2007 (N = 1,087) and 2016 (N = 2,710) editions of the European Communication Monitor, an annual survey among strategic communication professionals in Europe. For the first time a basic two-level multilevel regression model was used to assess country effects and individual predictors (age, gender, education, position, and experience in the field) of media use (of mass media, owned media, social media, and interpersonal communication) and perceptions of the level of excellence of communication of the organization. Country and generational effects on the perception of strategic issues for the field were analysed using chi-square tests. Results show that in 2016, country effects are significant for the perception of the importance of mass media and social media use, interpersonal communication, and strategic issues for the field. In 2007, no such country effects were found. These results suggest that the influence and the context of the country of residence of the strategic communication professional have increased between 2007 and 2016