2023年PR测量报告（英）

S

TATE

OF

PRME

ASUREMENT2

023State

of

PRMeasurement2023Executive

summaryMeasuringtheimpactofPRisdifficult.Thisreportaimstodemystify

someofthecommontechniques.•

47

%ofPRprofessionalsspendatleastaquarteroftheirtimeonmediameasurementandreporting.•

Producingmeasurableresultsiscrucial,with66%citingitasthenumberonefactorthatincreasesthevalueofPRamongstakeholders.•

Over

halfofPRprofessionalsbriefexecutive

teamsweekly,necessitatingup-to-dateandaccessiblemetrics.•

PRprosuseanaverage

of8differentmetrics.•

Thenumberofstoriesplacedranks

asthetopmetricforsuccess,similartolastyear’s

survey.•

Brandsparticularlyvaluerevenue

andwebsiteimpactasimportantmetricswhileagenciesrank

keymessagepull-throughasmoreimportant.Media

measurementand

reporting

areWhichofthesefunctionsconstitutesatleast25percentofyourjobasaPRprofessional?(selectupto4)among

the

mostprioritized

job

functions85%Mediarelations51%47

%ThoughtleadershipMeasuringtheimpactofPRisavitalpartofthejob.

It’s

somethingthatmostPRprofessionalssay

isthethirdmostprioritizedfunctionoftheirjobbehindmediarelationsandthoughtleadership.47%

ofPRprossay

mediameasurementandreportingtakesupatleastaquarteroftheirtime.Mediameasurementandreporting34%CorporatecommunicationsEvents/Activations27%23%23%18%16%InternalcommunicationsExecutivecommunicationsInfluencerRelationsExplore

more

PR

insights

with

the

Stateof

PR

2023

report.CrisismanagementEnvironmental,socialandcorporategovernance(ESG)6%6%5%Diversity,

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

results

arethe

leading

way

PR

proscan

increase

their

valueWhichofthefollowinghelpsincreasethevalueofPRamongkeystakeholdersinyourortheclient’s

company?(select

thetop3)Producing66%measurableresultsWhenasked“whatincreasesthevalueofPRamongkeystakeholdersintheircompany,”

66%cited“producingmeasurableresults.”

That’s

morethan“deliveringcreativesolutions”andeven“securingmorecoverage.”Tying

PRactivitiestokey62%businessinitiativesSourcingmorecoverageand/ormediarelationships57%29%DeliveringcreativessolutionsBetterdefiningtheroleofPR/Explore

more

PR

insights

with

the

Stateof

PR

2023

report.22%Communicationsinternally19%Improvinginternalreporting19%MitigatingreputationalrisksImplementingbetter7%technology1%Other0%Noneoftheabove0%20%40%60%80%100%Stories

placed

andreach

are

the

topPR

metricsHow

usefularethefollowingmetricsforyourPR/communicationsteam

tomeasureyoursuccess?7.6NumberofstoriesplacedReach/impressionsTheaverage

PRprousesaround8ofthesemetrics.Thatholdstrueforbothbrands

andagencies.6.86.4Keymessagepull-throughWe

askedrespondentswhichmetricstheyusetotrack

successandaskedthemtorank

alistofchoices.Thischartshows

aweightedscoreoftherankingwhereahigherscoremeansit’s

rankedasimportantmorWebsiteimpact(e.g.

traffic,SEO,

conversion)5.75.6ShareofvoiceRevenueimpact(e.g.

leads,sales,pipelineorrevenue)5.5Socialengagementofearnedcoverage5.2“Numberofstoriesplaced”isthemostpopularmetricby

alargemargin.Pitchperformance(#sent,openrate,

clickthroughrate)5.15.0SentimentSocialmediaimpactofyourown

socialchannels4.7012345678910How

usefularethefollowingmetricsforyourPR/communicationsteam

tomeasureyoursuccess?BrandsAgencies109876543218.07.47.

06.66.56.46.36.25.95.65.45.35.25

.15

.15.04.84.84.74.20Whilebrands

andagenciesmostlyagreeonthetopthreemostimportantmetrics,theyvary

inotherways.Brands

are

morelikelytorank

revenueandwebsiteimpacthighly.Leadership’s

topPRmetrics51%38%35%NumberofstoriesplacedReach/impressionsWebsite

impactCCOs

andothercommunicationsleaderssay

numberofstoriesplacedandreach/impressionsarethetopmetrics.PRleadersrank

websiteimpacthighercomparedtocommsprosoutsideoftheC-suite.Other

important

metricsWe

alsoaskedPRprostowriteinany

otherimportantmetricstheyusetomeasuretheirsuccess.Measuringthequalityofcoverage

isapopulartheme.Thiscanbeadifficultmetricsincequalityissohardtomeasure,butthereareanumberofdifferentapproaches.Someusedomainauthoritytomeasurequality,

whileotherslookatthingslikethenumberofquotesfromspokespeople,numberofbrand

mentions,ortheperceivedqualityofthemediabrand

thatran

thestory.Anothercommonthemeinthewrite-inresponseshastodowithjournalistsrelationships,likefurtheringanexistingjournalistrelationshipevenifitdoesn’tresultinastoryrightaway.Justifying

PR

valueis

a

top

concernChoosethetopthreePR/communicationschallengesyourcompanyfacestodayGettingresponsesfromjournalistsJustifyingtheirteam’s

valuetostakeholdersisoneofthetopthreechallengesfacingPRpros,whichunderscoresthecriticalneedforgoodmeasurementtechniquesandtools.53%Havingenoughresources(e.g.

budget,people)48%Justifying/showcasingPRteamvaluetostakeholders40%Managingstakeholderexpectations37

%20%18%DiscoveringrelevantjournalistsCollaboratingeffectivelywithotherdepartmentsEvaluatingnew

technologies,tools,channelsandmedia17%15%Recruiting,trainingand/orretainingtalentRecruiting,trainingand/orretainingdiversetalent12%11%ManagingandrespondingtocrisismomentsManagingandnavigatingculturallysensitivesituations9%7%Collaboratingeffectivelywithmy

team0%20%40%60%80%100%70%

of

executivesreceive

briefings

oncomms

activities

atleast

once

a

monthHobriefedonPRandcommunicationsactivities?50%40%30%20%10%0%42%AndmorethanhalfofPRprosbrieftheirexecutiveteamatleastonceaweek.23%16%12%4%3%DailyWeeklyMonthlyCase

by

case

Uponrequest(dependingonOthercampaign)MethodologyWe

surveyed1,034

PRprofessionalsfromMarch

31toApril25,2023.ThegoalofthissurveyistotodeliverinsightstothePRindustrytohelpimprovetheworkflowofpublicrelationsprofessionals.MuckR

ackdistributedthesurveyprimarilythroughemail.MuckR

ackconductedaseparatesurveyofmorethan100communicationsandmarketingleadersinOctober,

2023.MuckR

ackcleanedthedatainavarietyofways.

First,weonlycountedcompleter