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ECM’s survey examines the challenges of modern communicators.

This article cites a report by The European Communication Monitor (ECM) exploring “trust” in the PR profession and organisational advocacy. Currently, the profession is challenged by the speed, distribution and volume of modern media, and is slow in embracing AI solutions.

The profession also suffers from low trustworthiness, with 67.2% of top executives, 47.5% of influencers and bloggers, and 39.1% of journalists trusting communicators. ECM reports trust to be the most important strategic issue for communicators, followed by dealing with speed and volume of information, and finding new ways for content creation and distribution.

77.3% of respondents think AI will impact the communication profession. The report also identifies the rising importance of these professionals as channels on content distribution in Paid, Earned, Shared and Owned media.

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