MuckRack：2023年公关报告_54页_317kb

报告摘要

Survey Participants: The report analyzes responses from 1,034 PR professionals surveyed in 2023, with 55% from agencies, 23% from brands, 12% from nonprofits, and 9% from consultants, primarily located in the US (89%).
Key Indicators: PR team sizes vary, with solo practitioners at 15%, 2–19 at 51%, 20–99 at 20%, and 100+ at 14%. Primary audiences are 40% B2B and B2C, 27% B2B, and 30% B2C.

Challenges: The top challenge is securing journalist responses (rated higher by agencies than brands). Other key challenges include resource constraints and recruiting/retaining diverse talent.
Priorities: Media relations dominates (85%) time for agencies, while thought leadership is more focused by agencies (57%) than brands (47%). Internal communications is increasing in importance for 44%.
Diversity: About one-third of PR pros report little to no workplace diversity, and more than half say leadership teams lack diversity, with agencies reporting lower diversity levels.
Workload: PR professionals often work after hours (90% work at least one day per week beyond normal hours), and most feel leadership understands their work (90% rate it "at least somewhat well").
Value Perception: PR is moderately valued (41% feel very valued at agencies, 25% at brands). Key factors for increasing value include producing measurable results and tying PR to business initiatives, with differences between agencies and brands.

Budgets: Most companies expect budgets to remain the same (44%), with brands slightly more likely to predict decreases.
Skills: AI is one of five top skills needed, with brands emphasizing data and analytics, while agencies focus on multimedia skills.
Earned Media: 71% expect it to become more difficult to secure over the next five years.
Social Media: LinkedIn is now the top network for communication strategies, rising due to increased usage, displacing Twitter in effectiveness for pitching journalists.

The survey highlights ongoing challenges like media relations and diversity, but also adaptation to AI, shifting social media, and the evolving role of PR in business.

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