Muck Rack：2023年公关测量现状报告（中译版）（12页）.pdf

1、STATE OF PR MEASUREMENT2023State of PR Measurement 2023Measuring the impact of PR is difficult.This report aims to demystify some of the common techniques.47%of PR professionals spend at least a quarter of their time on media measurement and reporting.Producing measurable results is crucial,with 66%

2、citing it as the number one factor that increases the value of PR among stakeholders.Over half of PR professionals brief executive teams weekly,necessitating up-to-date and accessible metrics.PR pros use an average of 8 different metrics.The number of stories placed ranks as the top metric for succe

3、ss,similar to last years survey.Brands particularly value revenue and website impact as important metrics while agencies rank key message pull-through as more important.Executive summaryWhich of these functions constitutes at least 25 percent of your job as a PR professional?(select up to 4)0%20%40%

4、60%80%100%Media relationsThought leadershipMedia measurement and reportingEvents/ActivationsCorporate communicationsInternal communicationsExecutive communicationsInfluencer RelationsCrisis managementEnvironmental,social and corporate governance(ESG)Diversity,equity and inclusion(DEI)Other85%51%47%3

5、4%27%23%23%18%16%6%6%5%Media measurement and reporting are among the most prioritized job functionsMeasuring the impact of PR is a vital part of the job.Its something that most PR professionals say is the third most prioritized function of their job behind media relations and thought leadership.47%o

6、f PR pros say media measurement and reporting takes up at least a quarter of their time.Explore more PR insights with the State of PR 2023 report.Producing measurable resultsTying PR activities to key business initiativesSourcing more coverage and/or media relationshipsBetter defining the role of PR