2021年PR测量报告（英）-23页_1mb

报告摘要

Summary of "The State of PR Measurement" Report

Core Content

This report, conducted by Muck Rack in late 2021, explores how public relations professionals measured success in 2021 and their expectations for 2022. It provides insights into the metrics used, reporting formats, distribution channels, and challenges faced by PR professionals across various industries and team sizes.

Main Findings

1. How PR Pros Measured Success in 2021

The average PR professional measured 5 metrics in 2021.
94% measured coverage or stories placed as a key metric.
Around 50% also measured estimated audience reach, website traffic, social media shares/mentions, or social media engagement.
Other metrics included pitches opened/clicked, brand sentiment, conversions, and client engagement.

2. How PR Pros Share Reports and Updates

93% of PR professionals use spreadsheets for reporting, with Excel and Google Sheets being the most popular tools.
Email (89%) is the most common method of distributing updates, followed by chat (47%), live meetings (46%), and internal communication hubs (13%).
Updates are shared with a variety of departments, including:
- Executive team (47%)
- Marketing (39%)
- Entire company (31%)
- Social media team (25%)
- Corporate comms (20%)

3. Challenges Faced in 2021

Rapidly evolving media landscape: The constant changes in media, particularly due to the pandemic, made it hard to stand out.
Reduced in-person interactions: The lack of face-to-face meetings and events made relationship building with journalists and analysts more difficult.
Staffing issues: Many teams experienced staff reductions, which limited the ability to do proactive PR.
Remote work and virtual engagement: The shift to remote work and virtual communication affected the ability to build new relationships and engage with media.

4. How PR Pros Will Measure Success in 2022

PR professionals plan to measure 6 metrics on average in 2022, an increase from 5 in 2021.
Coverage remains a top priority, with 94% planning to use it.
New metrics to be adopted include:
- Pitches opened/clicked
- Social media engagement
- Sentiment/consumer attitudes
- SEO performance
- Digital content performance
- Integrated marketing impact

5. Predictions for 2022

Evolution of PR roles: PR professionals will need to become more cross-functional, working in marketing, research, and paid media.
Focus on emerging channels: Podcasts, social media, and digital platforms like Clubhouse and Twitter Spaces will be key areas of focus.
Data-driven approach: There will be an increased emphasis on data analytics and measurable KPIs to demonstrate the impact of PR efforts.
Strategic consultancy: PR will shift towards being a strategic consultancy with a focus on measurable outcomes and client insights.

Key Information

Industry Distribution

55% from public relations agencies
18% from marketing/advertising agencies
9% from technology
8% from education
8% from entertainment and media
4% from travel and tourism
4% from healthcare and pharmaceuticals
3% from financial services and banking
3% from consumer services
3% from eCommerce and retail
1% from government
3% from food and beverage

Company Type

73% from agencies
43% from brands
7% from nonprofits

Location

82% from the US
4% from Canada
4% from the UK
10% from other regions

Team Size

Solo (23%)
1-5 (44%)
6-10 (13%)
11-50 (14%)
51+ (6%)

Employee Count

Solo (11%)
2-10 (23%)
10-49 (24%)
50-99 (12%)
100-499 (14%)
500-9,999 (9%)
10,000+ (5%)

Conclusion

The PR industry in 2021 was heavily impacted by the pandemic, leading to staffing challenges, remote work, and evolving media landscapes. Despite these obstacles, PR professionals remained focused on earned media and coverage. Looking ahead to 2022, the industry is expected to adopt new metrics, embrace emerging channels, and shift towards a more data-driven and integrated approach. This evolution highlights the growing need for PR professionals to be versatile, strategic, and measurable in their roles.