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1、STATE OF PR MEASUREMENT2023State of PR Measurement 2023Measuring the impact of PR is difficult.This report aims to demystify some of the common techniques.47%of PR professionals spend at least a quarter of their time on media measurement and reporting.Producing measurable results is crucial,with 66%
2、citing it as the number one factor that increases the value of PR among stakeholders.Over half of PR professionals brief executive teams weekly,necessitating up-to-date and accessible metrics.PR pros use an average of 8 different metrics.The number of stories placed ranks as the top metric for succe
3、ss,similar to last years survey.Brands particularly value revenue and website impact as important metrics while agencies rank key message pull-through as more important.Executive summaryWhich of these functions constitutes at least 25 percent of your job as a PR professional?(select up to 4)0%20%40%
4、60%80%100%Media relationsThought leadershipMedia measurement and reportingEvents/ActivationsCorporate communicationsInternal communicationsExecutive communicationsInfluencer RelationsCrisis managementEnvironmental,social and corporate governance(ESG)Diversity,equity and inclusion(DEI)Other85%51%47%3
5、4%27%23%23%18%16%6%6%5%Media measurement and reporting are among the most prioritized job functionsMeasuring the impact of PR is a vital part of the job.Its something that most PR professionals say is the third most prioritized function of their job behind media relations and thought leadership.47%o
6、f PR pros say media measurement and reporting takes up at least a quarter of their time.Explore more PR insights with the State of PR 2023 report.Producing measurable resultsTying PR activities to key business initiativesSourcing more coverage and/or media relationshipsBetter defining the role of PR
7、/Communications internallyDelivering creatives solutionsImproving internal reportingMitigating reputational risksImplementing better technologyOtherNone of the aboveWhich of the following helps increase the value of PR among key stakeholders in your or the clients company?(select the top 3)0%20%40%6
8、0%80%100%66%62%57%29%22%19%19%7%1%0%Measurable results are the leading way PR pros can increase their valueWhen asked“what increases the value of PR among key stakeholders in their company,”66%cited“producing measurable results.”Thats more than“delivering creative solutions”and even“securing more co
9、verage.”Explore more PR insights with the State of PR 2023 report.Stories placed and reach are the top PR metricsThe average PR pro uses around 8 of these metrics.That holds true for both brands and agencies.We asked respondents which metrics they use to track success and asked them to rank a list o
10、f choices.This chart shows a weighted score of the ranking where a higher score means its ranked as important more often.“Number of stories placed”is the most popular metric by a large margin.Number of stories placedReach/impressionsKey message pull-throughWebsite impact (e.g.traffic,SEO,conversion)
11、Share of voiceRevenue impact(e.g.leads,sales,pipeline or revenue)Social engagement of earned coveragePitch performance(#sent,open rate,click through rate)SentimentSocial media impact of your own social channels0How useful are the following metrics for your PR/communications team to measur
12、e your success?7.66.86.45.75.65.55.25.15.04.7BrandsAgenciesHow useful are the following metrics for your PR/communications team to measure your success?7.46.66.46.25.96.34.84.75.04.88.07.06.55.45.65.35.25.15.14.2021345678910Number of stories placedReach/impressionsKey message pull-throughWebsite imp
13、act(e.g.traffic,SEO,conversion)Share of voiceRevenue impact(e.g.leads,sales,pipeline or revenue)Social engagement of earned coveragePitch performance(#sent,open rate,click through rate)SentimentSocial media impact of your own social channelsWhile brands and agencies mostly agree on the top three mos
14、t important metrics,they vary in other ways.Brands are more likely to rank revenue and website impact highly.CCOs and other communications leaders say number of stories placed and reach/impressions are the top metrics.PR leaders rank website impact higher compared to comms pros outside of the C-suit
15、e.Leaderships top PR metrics38%Reach/impressions51%Number of stories placed35%Website impactWe also asked PR pros to write in any other important metrics they use to measure their success.Measuring the quality of coverage is a popular theme.This can be a difficult metric since quality is so hard to
16、measure,but there are a number of different approaches.Some use domain authority to measure quality,while others look at things like the number of quotes from spokespeople,number of brand mentions,or the perceived quality of the media brand that ran the story.Another common theme in the write-in res
17、ponses has to do with journalists relationships,like furthering an existing journalist relationship even if it doesnt result in a story right away.Other important metricsJustifying PR value is a top concernJustifying their teams value to stakeholders is one of the top three challenges facing PR pros
18、,which underscores the critical need for good measurement techniques and tools.Choose the top three PR/communications challenges your company faces today0%20%40%60%80%100%Getting responses from journalistsHaving enough resources(e.g.budget,people)Justifying/showcasing PR team value to stakeholdersDi
19、scovering relevant journalistsManaging stakeholder expectationsCollaborating effectively with other departmentsEvaluating new technologies,tools,channels and mediaRecruiting,training and/or retaining talentRecruiting,training and/or retaining diverse talentManaging and responding to crisis momentsMa
20、naging and navigating culturally sensitive situationsCollaborating effectively with my team53%48%40%37%20%18%17%15%12%11%9%7%70%of executives receive briefings on comms activities at least once a monthAnd more than half of PR pros brief their executive team at least once a week.How often is your(or
21、your clients)executive team briefed on PR and communications activities?DailyWeeklyMonthlyCase by case(depending on campaign)Upon requestOther0%20%40%50%30%10%23%3%4%12%42%16%MethodologyWe surveyed 1,034 PR professionals from March 31 to April 25,2023.The goal of this survey is to to deliver insight
22、s to the PR industry to help improve the workflow of public relations professionals.Muck Rack distributed the survey primarily through email.Muck Rack conducted a separate survey of more than 100 communications and marketing leaders in October,2023.Muck Rack cleaned the data in a variety of ways.Fir
23、st,we only counted complete responses.We also removed low effort responses where the respondent completed the survey in less than five minutes.Finally,we removed any duplicate entries,responses that were generated by spam accounts and checked the data for major outliers.Due to changes in phrasing,co
24、mparing data to previous years may not be possible.Figures may not add up to 100%due to rounding errors or excluded categories.The conservative margin of error for the survey is about 3%.Muck Racks Public Relations Management(PRM)platform enables PR teams to find the right journalists for their stories,send customized pitches,build meaningful relationships with the media,monitor news and quantify their impact.Thank you!https:/Learn more