2023-05-31-Muck_Rack-2023年公关报告_54页_317kb

报告摘要

PR Industry Insights 2023 Survey Summary

Survey Overview:

Conducted by Muck Rack in March–April 2023, surveying 1,034 PR professionals.
Key sectors: Predominantly US-based (89%), with PR agencies (55%), brands (23%), and nonprofits (12%).
Largest industries: Technology (13%), Marketing/Advertising (7%), Entertainment/media (6%).
Team sizes: 51% with 2-19 employees, 20% with 20-99, 14% with 100+.
Primary audiences: B2B (27%), B2C (30%), mixed (23%).

Key Findings:

Challenges: Top concerns include securing journalist responses (53%), insufficient resources (48%), and justifying PR value to stakeholders (40%). Agencies report higher challenges in stakeholder management, while brands focus on resource scarcity.
Diversity: Only 36% perceive moderate diversity in the workplace; leadership teams show even less diversity (27% moderate), with agencies having similar disparities or slightly better representation in some areas.
Work Patterns: 90% work at least somewhat well with stakeholders; PR pros work 41-50 hours weekly (most common), with 52% working after hours at least once per week. Agencies show higher after-hours work.
Media Relations: Media relations is a top function (85% time allocation), with agencies placing greater emphasis on it than brands. Preferred pitching channel is individual emails (92%); Twitter use dropped significantly.
Social Media: LinkedIn is now the top social platform for communication, with plans to increase use on LinkedIn and TikTok. Brands lead in diversifying social media strategies.
Technology and AI: 61% currently use or plan to explore generative AI, with agencies and brands differing on skills needed (e.g., data analytics highly valued by brands).
Budgets and Staffing: Decision-making involves C-levels or finance roles; average US salaries are $85k for pros, $80k for agencies, $100k for brands. Budgets are expected to stay the same or decrease, with PR and marketing relationships strengthening.
Future Trends: 70% anticipate earned media becoming harder to secure. AI, multimedia, and data analytics are top future skill needs. PR will remain vital.
Comparative Insights: Agencies and brands differ in challenges, tools usage, and media strategies, with agencies more focused on traditional PR and brands on digital/social.