2020年传播报告（英文版）_12页_3mb

2020 COMMS REPORT Summary

Core Content

The 2020 COMMS REPORT by Cision and PRWeek provides an in-depth analysis of how the communications industry has adapted to the unprecedented challenges of the year, particularly the impact of the global pandemic. It highlights the evolving role of PR, the importance of real-time data, the rise of social media, and the changing dynamics of influencer partnerships.

Main Challenges and Progress

C-Suite Influence and Collaboration

• The pandemic has significantly increased the C-suite's reliance on communications professionals, with 85% of U.S.-based PR and marketing professionals reporting that they were consulted more frequently by top management.
• This increased collaboration is seen across departments such as HR, sales, and IR, showing the growing strategic importance of comms.

Tech Adoption and ROI

• 39% of respondents identified aligning metrics with revenue or business KPIs as the biggest challenge in comms measurement.
• 19% cited proving the impact of PR to the C-suite as a significant hurdle.
• There is still room for improvement in the industry's ability to effectively use the latest technology and analytics tools, with nearly 90% of respondents noting this.

Real-Time Data and Monitoring

Real-Time Alerts

• 38% of respondents identified "real-time alerts from high-priority messaging" as their top earned media monitoring goal.
• Real-time data is critical for identifying issues early and making informed decisions, as noted by Alberto Canal of Panasonic North America.

Content Effectiveness

• 44.3% of respondents reported adapting the tone of their content to better reflect current societal realities.
• There remains a gap in understanding how content impacts real-world behavior, with only 15% strongly agreeing that their content drives behavior.

Social Media and Influencer Strategy

Social Platforms

• Social media platforms are essential for content strategies, with LinkedIn emerging as a top channel for both agency and in-house professionals.
• The "Fantastic Four" (top four platforms) include:
  • LinkedIn (27.1%)
  • Facebook (17.2%)
  • Instagram (15%)
  • Twitter (13.4%)

Influencers

• Mainstream journalists remain the most impactful influencers for consumer behavior, with employees also rising in influence.
• Celebrities have seen a decline in perceived impact, with many viewed as providing "fluff" rather than authentic messaging.
• The metrics used to evaluate influencers have evolved to focus more on authenticity and community ties, as highlighted by Helen Shelton of Finn Partners.

Budget and Strategy

• 68% of respondents allocate a significant portion of their media budget to measuring/monitoring/understanding the impact of comms programs.
• Paying influencers is an important part of the strategy for 49% of respondents, with agency professionals more likely to engage in this practice than in-house teams.

Agency vs. In-House Comparisons

• Agencies are generally more advanced in tech adoption than in-house teams, with 36% reporting notable improvement in tech use.
• In-house teams are more likely to maintain traditional media engagement, with 75% devoting more effort to traditional media than new media.
• Agencies allocate more budget to earned media compared to in-house teams, and are more likely to pay influencers as part of their strategy.

Observations and Trends

• The pandemic has heightened the importance of PR and shifted the focus toward authenticity, purpose, and social responsibility.
• Content creation is now seen as the most important function by over 40% of respondents.
• The industry is moving toward a more integrated approach with earned, owned, and paid media strategies.

Methodology

• The survey was conducted between August 12 and September 14, 2020, with 314 U.S.-based senior-level professionals (both agency and in-house) participating.
• Results are not weighted and are statistically tested at 90% and 95% confidence levels.

About the Report

• The report was produced by Cision and PRWeek, highlighting the ongoing evolution of the communications industry.
• It underscores the importance of real-time intelligence, strategic influence, and data-driven decision-making in today’s PR landscape.

Conclusion

The 2020 COMMS REPORT illustrates that the communications industry is not only up to the task of navigating the challenges of the pandemic but is also advancing in real-time data capabilities, social media strategy, and influencer engagement. Despite progress, there remains a need for greater integration, better measurement tools, and more authentic messaging to fully realize the potential of PR in driving business outcomes.