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Muck Rack：2025年公关（PR）测量现状报告（英文版）（33页）.pdf

上传人： 1****1 编号：977930 2025-11-28 33页 195.54KB

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1、STATE OF PR MEASUREMENT2025Executive summary 81%of PR pros measure their work,but 61%dont follow formal frameworks such as the Barcelona Principles.The average PR team tracks five metrics,most often stories placed and reach/impressions,though many say these metrics dont accurately reflect their effo

2、rts.75%say their efforts are at least somewhat tied to business goals,and linking results to those goals remains a top challenge.93%expect AI to impact PR measurement within two years,and 67%believe visibility in large language models,a key way to measure GEO(generative engine optimization)efforts,w

3、ill become a standard metric.78%of PR pros say tracking AI-generated mentions is important to their work,but only 61%are currently doing or planning to do so.The importance of PR measurementDoes your team currently measure their PR efforts?81%Yes16%It depends3%No81%of PR pros measure their effortsTh

4、e vast majority of PR teams,81%,currently track their work,while another 16%say it depends.Only 3%say they dont measure at all,underscoring how universal measurement is across the industry.THE IMPORTANCE OF PR MEASUREMENTHow important is it for you to measure and report your PR efforts?Not at all im

5、portantNot so importantSomewhat importantVery importantExtremely important0%40%80%100%60%20%0%2%15%32%50%Measurement remains a top priority for PR prosNearly all PR professionals see measurement as at least somewhat important.Half say its extremely important and another 32%say its very important.Onl

6、y 2%describe it as less important.THE IMPORTANCE OF PR MEASUREMENTWhat are the primary reasons you report on your teams efforts?0%20%40%60%80%100%33%50%60%65%90%2%To track internal performance and set benchmarksTo inform and adjust strategic focusTo demonstrate impact to leadership or clientsBecause

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根据《STATE OF PR MEASUREMENT 2025》报告，以下是全文关键点： 1. **测量现状**：81%的公关专业人士测量他们的工作，但只有61%遵循正式框架，如巴塞罗那原则。 2. **测量频率**：大多数公关团队（56%）每周花费1-4小时进行测量和报告。 3. **测量目的**：90%的公关专业人士报告结果以展示其影响，65%用于指导战略，60%用于跟踪内部绩效。 4. **测量工具**：85%的公关专业人士依赖媒体监测工具进行测量。 5. **AI应用**：28%的公关专业人士目前使用AI进行测量或报告，93%预计AI将在两年内对公关测量产生影响。 6. **挑战**：54%的公关专业人士将“将公关指标与业务目标联系起来”和“管理利益相关者的期望”视为最大的挑战。 7. **信任度**：公关专业人士对测量结果只有中等信心，44%表示他们只有“有点信心”。
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