Commandment 7

Sagacious: Knowledgeable, Reflective and Shrewd


‘What is it you do, exactly?’ A frequently asked question of communication professionals by friends over dinner, or colleagues inside the company and, worryingly, sometimes senior managers. Will they ask the same of medical doctors, lawyers or accountants? Probably not. Does it mean that strategic communication and public relations needs more professionalisation? We will argue: yes. Using the ten-year data set from the European Communication Monitor alongside contemporary debates about professionalisation we are able to identify what it means to be a professional communicator in Europe today. And which problems practitioners encounter in executing their activities professionally.


European Communication Monitor Strategic Communication Zerfass European Professionals Conceptual Competence 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© The Author(s) 2017

Authors and Affiliations

  1. 1.Leeds Beckett UniversityLeedsUnited Kingdom
  2. 2.University of LjubljanaLjubljanaSlovenia
  3. 3.University of LeipzigLeipzigGermany
  4. 4.Universidad Rey Juan CarlosMadridSpain
  5. 5.University of AmsterdamAmsterdamThe Netherlands

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