Hogcog, November 16, 2020 / PRNewswire / – Cision and PRWeek have released their fourth annual report detailing the top challenges, opportunities and surprising trends for PR and communications professionals during an unprecedented time. Developed role of report communicators, most effective earned media channels and influencers, barriers to measuring business ROI, adoption of new technologies, using comparative year-over-year data and interviews with executives from major brands and agencies And sheds light on many things.
To highlight the latest insights, a total of 314 senior-level communications and marketing professionals in the US completed a survey between August 12, 2020 and September 14, 2020.
Read the full 2020 comms report: Measuring up to the moment.
“The events of 2020 have elevated the roles of communicators within organizations as senior leaders rely on them for strategic consulting and support of business goals,” Maggie Lower, Chief Marketing Officer at Chief. “Our latest report with PRWeek describes how the industry is facing hurdles on the strength of its C-suite, multi-channel outreach, real-time data capabilities and social media skills.”
Measuring by the moment In-house communication teams and PR agencies provide a deep understanding of how technology, data, measurement, content and influencers are used in a year that is fraught with uncertainty.
Key reports include:
- 25% of respondents say that their biggest challenge is the inability to measure impact effectively; 39% report difficulty aligning PR metrics to revenue and other critical business KPIs.
- This year, 80% of respondents in the media have extended purpose-based reach.
- 56% of respondents say that employees are one of the most effective influencers of consumer behavior, up from 34% last year.
- Respondents chose content creation as the most important PR task (41%) and media outreach as the second most important (27%).
- LinkedIn is becoming increasingly important for broader content strategies – 79% of respondents say it is one of their most important channels, up from 45% last year.
- About 90% of respondents say that there is still scope for better use of the latest technology and analytics tools for communication.
“This year, of course, the survey was conducted because we still face a global epidemic,” said Gideon Fidelidid, managing editor of PRWeek. The report noted that many of the comments in the report underscore the impact of COVID-19 – and its practice of further communication on the industry. A continuum, however, is the role this study plays in bringing clarity to areas in which PR is making real progress, as well as where it needs to be made more. ”
For more on this year’s COMS report, join Cision and PRWeek for an upcoming webinar New Reality, New Opportunity 19 November. Register here for a discussion of industry experts from General Mills and Hill + Noelton Strategies on how communicators respond to the latest opportunities and challenges.
Cision is a leading global provider of acquired media software and wire distribution services for public relations and marketing communications professionals. Cision’s software allows users to identify key influencers, deliver strategic content, and measure meaningful impact. Cision has more than 4,800 employees with offices in 24 countries across the US, EMEA and APAC. For more information about Cision’s award-winning products and services, including Cision Communications Cloud®, go to www.cision.com And follow Cision on Twitter @Cision.
PRWeek is the epitome of a modern business publishing brand spanning online, print, events and social media, incorporating paid content for paid and content websites. Launched in November 1998, it is an essential title for PR professionals.
PRWeek demonstrates an industry playing a more important role than ever before, not only in the marketing strategies of companies, brands and organizations, but also within the boardroom and in the C-suite. In a transparent world certified by social media, corporate reputation is important. Executives need time-bound, authoritative, practical content to navigate this scenario – that’s where PRWeek comes in.
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