Muck Rack：2022年公关测量现状报告（英文版）（20页）.pdf

1、The State of PR Measurement 2022How PR pros measured success in 2022 and whats in store for 2023A STUDY BYHow do PR pros measure success?1How do PR pros share reports and updates?2What are the biggest challenges to measure success?3In this report,we seek to answer:Methodology:What are the most commo

2、n PR team sizes and number of clients?4About this surveyWE SURVEYED 805 PR PROS FROM OCT.11TH TO OCT.22,2022Location:83%US4%Europe(outside of UK)3%UK3%Canada1%Asia1%Australia1%AfricaIndustry:54%Public relations agency23%Marketing/advertising agency12%Technology9%Nonprofit9%Entertainment,media and pu

3、blishing 7%Education5%Healthcare4%Consumer products4%Travel/tourism3%Food and beverage3%Ecommerce and retail3%Government2%Internet/software2%Financial services2%Hospitality2%Telecommunications2%Consumer services1%Utilities,oil and energyCompany type77%Agencies45%Brands9%nonprofit3%governmentSee exte

4、nded audience breakdown in section 4How do PR pros measure success?1The average PR pro uses more than 5 success metricsThe average number of success metrics PR pros are tracking increased from 5.2 last year to.5.7 this year.Nearly all PR pros measure coverage/stories placed.About half measure the im

5、pact of coverage(e.g.audience reach,website traffic,social media engagement)but only about a quarter track what leads to coverage(pitch activity and engagement)Which metrics have you used to measure success of your earned media efforts in 2022?(select all that apply)Coverage/storiesplaced0%20%40%60%

6、Audience reachWebsite trafficSocial media shares/mentionsSocial media engagementShare of voicePitches replied toPitches sent96%56%52%51%48%37%27%27%27%26%SEO metrics(like Domain Authority,Page Authority,Global Rank,or Spam ScoreWebsite conversions/form submissionsJournalist reachMessage pull through