2021年公共关系报告：公关团队如何在2021年建立关系、衡量成功和利用技术（英）-71页_4mb

The State of PR 2021 Summary

Core Content

This report provides an in-depth analysis of the current state of public relations (PR) in 2021, based on a survey of 1,618 communications professionals. It explores challenges, technology usage, media outreach strategies, budget allocation, measurement of success, and future trends in the PR industry.

Main Challenges

• Top Challenges:

  • Getting journalist responses
  • Measuring the impact of PR efforts

• Company-Specific Challenges:

  • Agencies: More likely to face challenges in getting journalist responses (65% vs. 51% for brands and nonprofits) and losing clients/revenue (33% vs. 18% for brands and nonprofits).
  • Brands and Nonprofits: More likely to face challenges in measuring business impact (51% vs. 43% for agencies) and budget limitations (67% for nonprofits).

• Top Challenges During the Pandemic:

  • Getting coverage in the news cycle
  • Finding relevant pitch angles
  • Working remotely and collaborating as a team

Technology and Tools Used

• General Productivity Tools:

  • Email and spreadsheets are used daily by most PR pros.
  • Project management software is used by 31% daily, 14% weekly, and 47% never.

• PR Tools:

  • News monitoring and media databases are used daily by about half of PR pros.
  • Wire services are used by 41% of agencies monthly.

• Marketing Software:

  • Web analytics software is used by 61% at least monthly.
  • Email automation software is used by almost half at least monthly, with 34% using it weekly.

• Social Media Tools:

  • LinkedIn, Twitter, Instagram, and Facebook are the most important for PR strategies.
  • TikTok and Clubhouse are gaining traction, especially among agencies.

Media Outreach Strategies

• Preferred Pitch Channels:

  • Email is the most effective channel for pitching journalists, with 96% of PR pros using it.
  • Direct messaging is becoming a staple alongside email and video conferencing.

• Pitch Components:

  • Subject relevance is the most important component in a pitch (42%), followed by media relations and story quality.
  • Timeliness is less emphasized (14%).

• Pitch Timing:

  • Late morning (9am-12pm) is the preferred time for sending pitches, with 55% of PR pros selecting it.
  • Journalists slightly prefer early morning (34%).

• Pitch Length:

  • The average pitch is 100-200 words, with 94% of PR pros sending pitches under 300 words.
  • Only 16% of PR pros send pitches under 100 words.

• Follow-Up Emails:

  • Most PR pros send 1-2 follow-up emails after an initial pitch.
  • Journalists generally accept at least one follow-up (90%), with 31% welcoming two.

Budget Allocation

• Budget Trends:

  • 95% of PR pros expect budgets to increase or remain the same.
  • 49% of agencies expect budget increases, while 30% of nonprofits do.

• Top Budget Expenditures:

  • Agencies spend the most on media databases (27%), contractors and freelancers (18%), and media monitoring (12%).
  • Brands and Nonprofits spend the most on agencies (31%), media databases (18%), and media monitoring (15%).

Measuring Success

• Popular Metrics:

  • Traditional PR, social media, and website impact are the most commonly used metrics.
  • Sales impact and brand metrics are more common among brands.

• Internal Metrics:

  • Productivity metrics are used by 41% of agencies and 36% of brands and nonprofits internally.
  • KPIs:
    • 32% of PR teams have 3 core KPIs.
    • 18% have 6 or more KPIs.

• KPI Clarity:

  • 85% of PR teams believe their KPIs are clear.
  • Only 35% have KPIs directly linked to salaries, promotions, and rewards.

Future of PR

• Expected Changes:

  • 73% of PR pros believe the term "public relations" will need to be redefined in 5 years.
  • 69% of PR pros believe they are somewhat prepared for upcoming changes in the industry.
  • 49% of brands and nonprofits and 38% of agencies expect drastic changes in the next 5 years.

• Top Skills for Future Success:

  • Strategic planning, media relations, and social media are the top skills.
  • DEI (Diversity, Equity, and Inclusion) is also a growing focus.
  • Written communications are valued more than verbal communications.

• Agency Trends:

  • 73% of PR pros believe the importance of the PR/communications function will grow in the next 5 years.
  • 83% of PR pros expect an increase in the number of PR/communications agencies.

Summary of Key Insights

• PR teams face challenges in journalist engagement and impact measurement, with agencies more concerned about journalist responses and client revenue, while brands and nonprofits focus on budget constraints and business impact.
• Email and social media remain key tools, but direct messaging and video conferencing are becoming more prevalent.
• Spreadsheets are still widely used for media lists, though PR software is also common.
• KPIs are generally clear and aligned with marketing goals, but not always tied to employee rewards.
• The future of PR is expected to involve redefinition of the role, increased use of social media, and more strategic planning.
• Agencies are more likely to redefine PR and use new tools, while brands and nonprofits are more focused on internal communication and business outcomes.