2023年PR测量报告（英）-12页_131kb

2023 State of PR Measurement Summary

This report highlights the challenges and practices in measuring the impact of public relations (PR) in 2023. Key findings include that 47% of PR professionals dedicate at least 25% of their time to media measurement and reporting, emphasizing its importance. Producing measurable results is identified as the top factor increasing PR value among stakeholders, with 66% prioritizing this. Nearly 3500 professionals were surveyed, revealing an average use of 8 metrics, with "number of stories placed" being the most common, followed by reach/impressions. Brands focus more on revenue and website impact, while agencies prioritize key message pull-through. Leaders most value stories placed and reach. A major challenge is justifying PR team value, with frequent executive briefings occurring weekly for many.

Additional insights show variations in metric usefulness between brands and agencies, with quality of coverage and journalist relationships emerging as important, often unlisted metrics. The conservative margin of error is approximately 3%, and methodology involves email distribution and data cleaning.