2023年公关报告（英）

A

STUDY

BYT

H

E

S

T

A

T

E

O

FPR2

0

2

3About

this

surveyCompany

type:•

55%agencies•

23%brands•

12%nonprofits•

9%consultant•

2%governmentLocation:•

89%US•

3%Europe•

3%Canada•

1%AsiaIndustry:•

PublicRelationsAgency:25%•

Technology:

13%•

Marketing/AdvertisingAgency:7%•

Nonprofit:7%•

Entertainment,mediaandpublishing:6%•

Other:6%•

Healthcare/Biotechnology/

Pharmaceuticals:5%•

Consumerproducts:4%•

Education:4%•

FinancialServices/Banking:3%•

Food

&Beverage:3%•

EcommerceandRetail:3%•

Travel

andTourism:

3%•

Government:2%PRteam

size:•

Solo:15%•

2-19:

51%•

20-99:20%•

100+:14%Primaryaudience:•

27%

B2B•

30%B2C•

40%B2BandB2CSee

extended

audience

breakdown

in

the

final

section.MethodologyWe

surveyed1,034

PRprofessionalsfromMarch

31toApril25,2023.ThegoalofthissurveyistotodeliverinsightstothePRindustrytohelpimprovetheworkflowofpublicrelationsprofessionals.MuckR

ackdistributedthesurveyprimarilythroughemail.MuckR

ackcleanedthedatainavarietyofways.

First,weonlycountedcompleteresponses.We

alsoremovedlow

effortresponseswheretherespondentcompletedthesurveyinless

thanfiveminutes.Finally,

weremovedany

duplicateentries,responsesthatweregeneratedby

spamaccountsandcheckedthedataformajoroutliers.Due

tochangesinphrasing,comparingdatatopreviousyearsmay

notbepossible.Figuresmay

notaddupto100%duetoroundingerrors

orexcluded

categories.Theconservativemarginoferrorforthesurveyisabout3%.Executive

Summary•

70%

ofPRprosexpectearnedmediatobecomemoredifficulttosecureoverthenext

fiveyears.•

LinkedInisnow

thetopsocialnetworkforcommunicationstratecomparedtolastyear,

displacingTwitter.•

MorethanhalfofPRprossay

thereislittletonodiversityontheirleadershipteams.•

AIisoneofthetopfiveskillsPRprossay

theircompaniescompanieswillneedtofocusontobesuccessfulinthefuture.•

44%ofPRprossay

they’re

spendingmoretimeoninternalcommunications.How

PR

pros1work:

challengesand

prioritiesThe

top

concern

forPR

pros

is

gettingChoosethetopthreePR/communicationschallengesyourcompanyfacestodayjournalists

to

respondGettingresponsesfromjournalists53%Havingenoughresources(e.g.

budget,people)48%Thisissueisrankedhigherby

peopleatagencies(59%)asopposedtobrands(46%).Brandshoweveraremoreconcernedabouthavingenoughresources(55%)thantheiragencycounterparts(42%).Justifying/showcasingPRteamvaluetostakeholders40%Managingstakeholderexpectations37

%20%DiscoveringrelevantjournalistsCollaboratingeffectivelywithotherdepartments18%Explore

more

brand/agencycomparisons

with

our

interactive

charts.Evaluatingnewtechnologies,tools,channelsandmedia17%Recruiting,trainingand/orretainingtalent15%12%Recruiting,trainingand/orretainingdiversetalentManagingandrespondingtocrisismoments11%Managingandnavigatingculturallysensitivesituations9%Collaboratingeffectivelywithmy

team7%3%Other0%20%40%60%80%100%Media

relationsWhichofthesefunctionsconstitutesatleast25percentofyourjobasaPRprofessional?(selectupto4)dominates

PR

pros’time,

but

secondaryfocuses

varies85%Mediarelations51%47

%ThoughtleadershipMediameasurementandreportingThoughtleadershipismoreofafocusforagencies(57%)thanbrands

(47%).Agenciesarealsomorefocusedonmediarelations(89%)comparedtobrands

(83%).34%CorporatecommunicationsEvents/Activations27%23%23%18%16%InternalcommunicationsExecutivecommunicationsInfluencerRelationsAbouthalfofrespondentsatbrands

citecorporatecommunicationsasanessentialfunctionoftheirjobs,whileagenciesmentionitinless

thanonethirdofresponses.CrisismanagementExplore

more

brand/agency

comparisonswith

our

interactive

charts.Environmental,socialandcorporategovernance(ESG)6%6%5%Diversity,

equityandinclusion(DEI)Other0%20%40%60%80%100%About

one

third

ofPR

pros

say

theirworkplace

has

littleto

no

diversityInyouropinion,how

muchdiversitydoesyourworkplacehave?Agreatdealofdiversity9%Aboutaquarterofrespondentswhoworkatbrands

say

theyhave

alotofdiversitycomparedtojust17%atagencies.20%AlotofdiversityAmoderateamountofdiversity36%29%AlittlediversityNotanydiversityatall6%0%20%40%60%80%100%There

is

a

diversity

issuein

leadership

rolesInyouropinion,how

muchdiversitydoesyourleadershipteam

have?MorethanhalfofPRprossaythereislittletonodiversityontheirleadershipteam.Agreatdealofdiversity6%Aboutoneinfive

peopleworkingatagenciessay

thereisnodiversityatall,comparedtoaboutoneintenpeopleatbrands

sayingthesamething.12%27%36%18%AlotofdiversityAmoderateamountofdiversityAlittlediversityNotanydiversityatall0%20%40%60%80%100%O

ver

the

last

week,

about

how

many

hours

did

youwork?

This

includes:

meetings,

outreach,

writing

andresponding

to

messages,

planning,

researching.1%Lessthan25hours25–40hours41–50hours51+hours41%51%6%0%20%40%60%80%100%AO

verthelastweek,how

many

timeshave

youhadtoworkis

the

normMostPRprleastoneday

perweek.PRprosatcompanieswithonlyoneemployee

aremuchmorelikelytor22%0timeshours

threetofourtimesperweek.52%1–2times3–4times5–6times7timesC-suiteemployeesaremorelikelytordays

aweek,whilecoordinator-levelemployeesreportedworkingzerothe20%5%1%0%20%40%60%80%100%Most

PR

pros

feel

likeleadership

understandswhat

they

doHow

welldoescompanyleadershipunderstandyourwork?38%Very

well90%say

leadershipunderstandstheirworkatleastsomewhatwell.30%WellSomewhatwellPoorly22%8%2%Very

poorly0%20%40%60%80%100%Most

PR

pros

feelvalued

by

theirHow

valued

doyoufeelthePR/Communicationsfunctionisby

yourcompany’s

leadership?company’s

leadership100%80%60%40%20%0%59%ofemployeesatagenciessay

theyfeelveryvaluedwhileatbrands

only25%saidthesamething.59%41%29%25%23%9%9%3%2%1%NotvaluedSlightlyvaluedModeratelyvaluedValuedVery

ValuedBrandAgenciesProducing

measurable

resultsis

the

best

way

to

increasePR’s

value

to

stakeholdersWhichofthefollowinghelpsincreasethevalueofPRamongkeystakeholdersinyourortheclient’s

company?(select

thetop3)Producingmeasurableresults66%Butagenciesandbrands

differonothertechniques.Tying

PRactivitiestokeybusinessinitiatives62%57%70%

ofPRprosatbrands

say

tyingPRactivitiestobusinessinitiativesincreasesvaluecomparedto60%atagencies.Sourcingmorecoverageand/ormediarelationships29%22%19%19%DeliveringcreativessolutionsEmployeesatbrands

alsocitemitigatingreputationalriskandimprovinginternalreportingin24%

ofresponses.BetterdefiningtheroleofPR/CommunicationsinternallyImprovinginternalreportingMitigatingreputationalrisksAgenciesontheotherhandseemorevalueindeliveringcreativesolutions(31%)andsourcingmorecoverage

(62%).Implementingbettertechnology7%See

more

brand/agency

comparisonsin

our

interactive

chart.1%Other0%Noneoftheabove0%20%40%60%80%100%My

organization’s

PR

is

managed

by

:Onlyanin-housePRteam51%Anin-houseteam+agency37

%PRisrolledintootherfunctions11%OnlyaPR/commsagency1%0%20%40%60%80%100%Is

the

amount

of

time

your

team

spends

oninternal

communications:44%42%IncreasingStayingaboutthesame4%Decreasing11%Notapplicable0%20%40%60%80%100%Brands

are

evenly

splitbetween

using

one

ormultiple

agenciesHow

doyouworkwithagencies?100%80%60%40%20%0%Onlyasmallnumberofbrands

reportusingagenciesinonanad-hocbasis.44%ofbrands

say

theyworkwithasingleagency,

and43%say

theyworkwithtwoorthree.Onlyabout10%reportworkingwithfourormoreagencies.44%43%13%We

workwithasingleagencyofrecordWork

onanongoingbasiswithmultipleagenciesWe

assignprojectstoagenciesonanadhocbasisBrands

rely

onagencies

for

anaverage

of

about

4types

of

workWhattypesofworkdoyourelyonPRagenciesfor?(selectallthatapply)84%79%PitchingResearch/buildingmedialistsProject-basedwork(i.e.productlaunches)69%Pitching,buildingmedialists,andprojectbasedworkaroundthingslikeproductlaunchesarethemostcommonworkoutsourcedtoagencies.41%EventsCrisiscommunications30%30%Contentwriting(i.e.blogs)Internalmediaconnections26%25%21%NavigatingculturallysensitivesituationsSocialmediaInternalcommunica-tions/counsel9%7%OtherSpeechwriting5%0%20%40%60%80%100%Which

types

of

work

would

you

be

very

unlikely

tooutsource

to

a

PR

agency?

(select

all

that

apply)100%80%60%40%20%0%73%49%43%42%41%30%22%14%13%12%3%2Tech

and

toolsHoDaily34%18%WeeklyMonthly7%34%Case

by

case0%20%40%60%80%100%About

61%

of

PR

prossay

they

currently

usegenerative

AI

or

planto

explore

itDoyouplantoexplore

generativeAI,likeChatGPTorDALL-E,

inyourworkflow?IplantoexplorethemFindoutmoreinourState

of

AI

in

PR

report.33%28%Ialreadyusethem24%I

’m

notsureNoIdonotplantoexplorethem15%0%20%40%60%80%100%M

any

PR

pros

storetheir

lists

in

morethan

one

placeWheredoyouandyourteam

storemedialists?(selectallthatapply)Spreadsheets(e.g.

Micr68%Excel,GoogleSheets)Spreadsheetsanddedicated

PRtostoremedialists.Dedicate64%(e.g.

MuckRack)People

atagenciespreferspreadsheets(75%)morethanthoseatbrands

(63%).M7%6%(e.g.

Hubspot,Marketo)Sales

CRM(e.g.

Salesforce,MicrNotsure(Idonotengagewithmedia)4%4%Other0%20%40%60%80%100%Connecting3with

journalistsSubject

matterWhichofthefollowingcomponentsdoyoubelieveisthemostimportantinsecuringcoverage

withapitch?relevance

is

the

mostimportant

componentfor

securing

coverage33%SubjectrelevanttothejournalistPreviousrelationshipwithreporter20%20%Customization/personalizationtojournalistsQuotes

fromacompanyspokesperson,beingshortinlengthandthe“other”

category

filloutoftheleastimportantcomponents.9%7%4%2%CatchysubjectlineTimelinessContainsdata/statisticsintheheadlineContainsimages/video/infographic2%2%ShortinlengthOtherQuotesfromacompanyspokesperson1%0%20%40%60%80%100%Twitter

loses

its

appealas

a

pitching

channelWhichofthefollowingchannelsdoyoufindtobethemosteffectiveforpitchingjournalists?(selectallthatapply)89%Individual1:1/emailComparedtolastyear,

Twitter

iscited10%les18%Twitterjournalists.Phonecalls

similarlydroppedoutoffavor

losing9%sincelastyear.18%Massemail15%LinkedIn15%PhoneNewswire

(e.g.

Business11%Wire)11%Text

message4%FacebookOther3%3%OthersocialmediaplatformsNoneoftheabove

0%0%20%40%60%80%100%PR

pros

are

pitchingmore

than

fourWhichtypesofmediadoyoucommonlypitch?(selectallthatapply)types

of

media90%Online/digitalOnline/digitaldominatestheranking.Now

nineoutoftenPRproscommonlypitchonline/digital,a14%increasefromlastyear.66%63%MagazineNewspaper(print)TV52%50%Thisyearmagazinestookthesecondplace10%whilenewspaperpitchingstayedthesame.Podcast38%35%NewsletterBlogAgenciesseemtotakeabroaderapproachtopitchingthanbrands.

Agenciesaremorelikelytosay

theypitchmagazines(61%),podcasts(59%),TV(57%),newsletters(45%),andradio

(37%).35%RadioAcademic/professionaljournal11%Generallyspeaking,PRprosmonitorthesamemediatheypitch.2%Other0%20%40%60%80%100%PR

pros

rely

on

multiplemethods

to

find

theright

journalistsHow

doyoufinetherightjournalisttopitch?(selectallthatapply)100%80%60%40%20%0%83%Theshareofrespondentswhousemediadatabasesincreasedby

10%sincelastyearaspersonalcontactlistslost10%.59%50%48%Mediadatabase(e.g.

MuckRack)GooglesearchPersonal

contactlistSocialmediaH

OW

TO

PITCHAccordingtoasurveyof1,000+

PRprofessionalsSu

M

T

W

Th

F

SAlmost90%preferto53%prefertopitch81%prefertopitchpitchvia1:1emailsonTuesdaybeforenoon92%

keeptheirpitchesPRprosaresplitwhenitcomestofollow-ups:42%say

oneisacceptable,47

%say

two54%sendtheirfirst

followunder300wordsup3–6days

laterSocial

mediausage4PR

pros

plan

tospend

more

time

onLinkedIn

and

TikTokFor

each

ofthefollowingsocialplatforms,pleaseselectwhetheryouplantouseitmore,

less

orthesameasyouhave

inpreviousyears.10%Facebook25%34%InstagramFacebooklookslikeitwillbecomelessrelevantthisyear.

It’s

theonlysocialnetworkwheremorepeoplesay

they’lluseitlessrather

thanmore.6%53%LinkedIn2%10%Pinterest8%BrandsareleaningmoreintoLinkedInwith59%sayingthey’llusetheplatformmorethisyearcomparedto51%of13%Reddit4%agencies.YouTube

isalsomorepopularamongbrands

with43%sayingthey’lluseitmorecomparedto27%

ofagencies.4%Snapchat9%40%TikTok3%Explore

more

brand/agencycomparisons

with

our

interactive

charts.21%Twitter24%33%YouTube5%0%20%40%60%80%100%MoreLessLinkedIn

is

the

newtop

social

network

forcomms

strategiesWhichofthefollowingsocialnetworksarepartofyourcompany’ssocialmediaandcommunicationsstrategy?(selectallthatapply)84%LinkedInInstagramTwitterTwitter,

whichheldthetopspotlastyear,dropped5%whileLinkedInjumpedup11%.75%72%71%Instagramsawanevenlargerbumpfromlastyear,

growing

17%andpushingTwitterintothirdplace.TikTok

increasedquiteabitcomparedtolastyear.

Itgrew

12%.FacebookYouTubeTikTok47

%Whileagenciestakeabroaderapproachonthemediatheypitch,brands

diversifytheirsocialmediastrategy.

Brands

aremorelikelytolean

onFacebook(77%)versus

agencies(63%).They’re

alsomorelikelytouseTwitter(76%),YouTube

(62%),Pinterest(20%),andReddit(15%)mor38%12%PinterestReddit9%5%Snapchat0%20%40%60%80%100%Whichofthefollowingsocialnetworksarepartofyourcompany’s

socialmediaandcommunicationsstrategy?(selectallthatapply)BrandAgencies100%80%60%40%20%0%88%83%79%77%76%74

%67%63%62%45%39%34%20%15%10%8%5%

5%FacebookInstagramLinkedInPinterestRedditSnapchatTikTokTwitterYouTubeBudgets,

salariesand

more5Who

is

your

company’s

decision-maker

for

spendingon

PR

and

earned

media

efforts?100%80%60%40%20%0%38%18%11%10%9%8%5%C-levelFinance/OperationsOtherVP/Director

ofMarketingC-levelPR/CommunicationsC-level

Marketing

VP/Director

ofPR/CommunicationsCEOS

alaries

in

PR*Theaverage

salaryforPRprosisTheaverage

salaryatanagencyisTheaverage

salaryatabrand

is$85,000$80,000$100,000*Only

U.S.

data6Measuring

successWhat

are

the

most

useful

metrics

to

measure

PR

success?1

2

impressions34Numberofstories

placedReach/Keymessagepull-throughWebsiteimpactAgenciesweremorelikelytorank

numberofstoriesplacedhighly,whilebrands

ranked

revenueimpactasnumber1morHoon

PR

and

communications

activities?100%80%60%40%20%0%42%23%16%12%4%3%WeeklyCase

by

case(dependingoncampaign)MonthlyDailyOtherUponrequest7The

future

of

PRBudgets

will

largelystay

the

same

next

yearO

verthenext

year,

my

company/client’s

budgetforPR/communicationsmostlikelywill:100%80%60%40%20%0%Althoughbrands

arealittlemorelikelytosay

theirbudgetswilllikelydecrease.45%44%39%33%23%16%IncreaseDecreaseRemainthesameBrandAgenciesPR

and

marketing

willcontinue

to

grow

closerPR’s

relationshipwithMarketingwillbe___importantinthenext

5yearsAlthoughthetrendmay

belevelingout.Thisyear,

6%fewerPRprossaidtherelationshipwillbemoreimportantinthenext

5years.71%MoreLess4%26%Justas0%20%40%60%80%100%Whichskillswillyourcompanyneed

tofocusoninthenext

5yearstobesuccessful?(selectupto4)AI

bursts

into

the

topfive

skills

companiesneed

to

focus

on

in

thenext

five

yearsIntegratingMultimedia(videoanddesign)Mediarelations47

%Strategicplanning46%Data

andanalytics38%new

AItoolsintoworkflow31%30%Brandsareputtingmoreofafocusondataandanalytics.PRprosatbrands

citethisskillinnearlyhalfofresponses,comparedtoaroundathird

ofresponsesfromagencies.Diversity,equityandinclusionInfluencermarketingWrittencommunicationsSocialmediaLeadershipAIisroughlytiedforfourthplacewithmultimediaskills,socialmedia,influencermarketing,andDEI.30%20%30%17%29%FindoutmoreinourState

of

AI

in

PR

report.CrisismanagementBusinessliteracyVerbalcommunicationsResearchOther1%16%16%11%6%More

than

half

of

PRpros

think

the

term“public

relations”needs

to

be

definedmore

broadlyIn5years,theterm“publicrelations”will...Needtobedefinedmorebroadly61%AccuratelydescribetheworkasIdoitnow22%Needtoberenamed15%2%Other0%20%40%60%80%100%Earned

media

isexpected

to

becomemore

difficult

to

secureO

verthenext

fiveyears,how

doyouthinksecuringearned

mediawillchange?71%ofPRprosthinkitwillbesomewhatormuchmoredifficulttosecureearnedmediaoverthenext

fiveyears.2%MucheasierSomewhateasierAboutthesame6%22%44%27%SomewhatdifficultMuch

more

difficult0%20%40%60%80%100%Audience8bre

akdownWhat

best

describes

your

level

in

your

company?100%80%60%40%20%0%30%26%24%15%4%1%C-suite(CCO,

CMO,EVP,

SVP,

CEO)Di