Increasing the value of PR is based on producing measurable results and tying activities to business initiatives.
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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%.
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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.
Journalists Reveal What Makes A Story Shareable
Infographics and exclusive data help move the needle.
B2B Demand Gen Marketers to Increasingly Prioritize High-Quality Lead Programs
Lead nurturing is also set to be prioritized more in the coming year, while content syndication falls out of favor.
4 in 10 US Consumers Want Better Pricing in Exchange for Their Loyalty
The top reason why shoppers have switched away from a brand they used to be loyal to is because of cost considerations.
CMOs’ Budget Outlook Appears to Have Rebounded from Earlier This Year
CMOs are more likely to be reporting revenue increases and to be expecting budget growth.
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...
Agencies Confirm Clients Still Want Help with Strategy
In the past marketers have turned to agencies for advertising and content creation, but a growing number are looking...