2023年公关报告（英）-54页

Executive Summary:

• 70% of PR professionals expect earned media to become harder to secure in the next five years.
• Diversity is lacking, with only 39% reporting a lot of diversity in their workplace and about 61% stating little to no diversity on leadership teams.
• LinkedIn is now the top social network for communications, increasing over 10% from last year.
• AI is identified as one of the top five skills companies need to focus on for future success, with 61% of PR pros already using or planning to explore generative AI.
• A significant portion (44%) of PR pros are spending more time on internal communications.

Demographics:

• Companies: Agencies (55%), brands (23%), nonprofits (12%), consultants (9%), government (2%).
• Location: US (89%), Europe (3%), Canada (3%), Asia (1%).
• Industry focus: PR Agency (25%), Technology (13%), Marketing/Advertising Agency (7%), Nonprofit (7%), Entertainment/media (6%), Healthcare (5%), Consumer Products (4%), Education (4%), Financial Services (3%).
• Team size: Solo (15%), 2–19 (51%), 20–99 (20%), 100+ (14%).

Challenges:

• Top concern: Getting responses from journalists (ranked higher by agencies than brands).
• Other key challenges: Having enough resources, justifying team value, discovering relevant journalists, and retaining diverse talent.

Priorities:

• Core focus: Media relations (85% of respondents), with thought leadership and DEI also being priorities.
• Variations: Agencies emphasize media relations more than brands, who focus more on corporate communications and internal communications.
• Secondary functions reporting at least 25%: Media relations (85%), thought leadership (51%), and others.

Diversity and Workplace:

• Overall diversity: About 61% report little to no diversity in their workplace, with a quarter at brands reporting more diversity than agencies.
• Leadership diversity: More than 50% say little to no diversity exists on leadership teams.

Workload and Hours:

• Typical workweek: About half work over 40 hours, with one-third working after hours weekly.
• After-hours work is more common for brands and C-suite employees, while coordinators report fewer after-hours activities.

Value and Perception:

• Most PR professionals feel valued (59% very valued by agencies; 25% by brands) and believe leadership understands their work (90% at least somewhat).

Future Skills and Trends:

• Key skills for success: AI, data and analytics (brands emphasize more than agencies), crisis management, and social media.
• Budgets expected to remain stable, while securing earned media is expected to become more difficult (71% think it will be somewhat or much harder).
• Social media focus shifts: LinkedIn and TikTok are gaining prominence, with brands diversifying strategies more than agencies.

Comparisons (Agency vs Brand):

• Differences in approaches to pitching, internal communications, tools use, and diversity focus. Agencies and brands have distinct priorities, with brands emphasizing DEI and agencies prioritizing media relations and broader social media use.

Additional Notes:

• The survey methodology involved online distribution, data cleaning, and a 3% margin of error. The conservative margin of error for the survey is about 3%.