PR pros believe AI will be most impactful for research and list building and for writing.
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Which Metrics Are Most Useful for PR Teams?
Increasing the value of PR is based on producing measurable results and tying activities to business initiatives.
US Influencer Marketing Industry Growth to Slow This Year, But Remain Buoyant
While the forecast for influencer spending growth is healthy at 17.6%, that will mark the first time since at least 2018 that growth has dropped below 20%.
The Public Maintains a Poor Perception of the Advertising and PR Industry
Only 1 in 4 American adults has a positive view of the advertising and PR industry, the lowest figure yet.
Where Do PR Pros See Future Use Cases for AI?
Right now, PR pros are primarily using AI for writing, but in the future see its use in research and list building.
8 in 10 US Adults Accuse Brands of “Greedflation”
Rising prices are one of the top reasons for ceasing to buy from a brand.
Do Journalists Trust PR Pros as Sources for Their Reporting?
Some 62% believe CEOs are credible sources for reporting, and about half (49%) trust company PR professionals.
How Did PR Pros Measure Their Efforts This Year?
PR pros used an average of almost 6 metrics to measure their efforts this year.
The Public’s Perception of the Advertising and PR Industry Has Plummeted to a New Low
More people have a negative view of the industry than at any point in the past 20+ years.
These Comms Areas Are Growing in Emphasis
A majority will be placing more emphasis on owned media this year.
Thought Leadership Being Used to Connect with Various Stakeholders
Executives are worried that their thought leadership won’t stand out in a saturated market, but also see the potential for it to generate media coverage.
Who’s Making the Decisions About Earned Media Spending?
3 in 4 PR professionals believe that their relationship with marketing will be more important in the next 5 years.
How Much Time Are Adults Spending with Media?
TV time accounted for almost half (46.6% share) of total media time for all adults, but only around a third of time for younger adults.
Internet Use Climbs Among Older Adults
Almost 9 in 10 adults ages 65 and older used the internet last year.
How Much Does Programmatic Out-of-Home Cost?
The average CPM for programmatic OOH inventory rose to $7.24 in H2 2023.
PR Pros to Turn More to Social Engagement to Measure Efforts
Some 6 in 10 communications professionals plan to measure success by social media shares and mentions.
Which Skills Do PR Pros Think Will Rise in Importance?
As parts of the world gradually reopen while coping with the COVID-19 pandemic, PR professionals have expressed...
Comms Pros Confront Changing Set of Challenges
Some 8 in 10 communications professionals say organizations place a greater emphasis on communications now than before...