MEGATRENDS AND MEDIA

MEGATRENDS AND MEDIA
and those that are offered to them. Needs for the development are the
strongest in Eastern and Southern Europe, particularly in management
skills, management and core strategies knowledge. (ECOPSI, 2013). 3
These indings are based on self-perception of communication
professional and the biggest change is related to social media
specialist competence, since there is a large gap between the perceived
importance of social media tools of communication and the actual rate
of implementation, . European communication professionals consider
online communities or social networks as by far the most important
social media tools available but have shown the tendency to overestimate
is inluence in the overall use of the organisations. The communication
role matrix that lists basic competencies needed in the role serves as
guidance for planning needed capacity building strategies, as follows in
the table bellow.
3 The European Communication Professionals Skills and Innovation
Programme (ECOPSI) is a research project that explores 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. The programme is led by Leeds Metropolitan University.
This two-year research project is the irst of its kind and is funded by the
European Union. [online]. [2015-3-12]. Available at: .
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