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Another challenge is to find and connect with relevant journalists.

A Muck Rack report found that for 72% of PR professionals measuring the impact of their efforts is the biggest challenge. Another 65% of the respondents identified the lack of quantifiable metrics as a challenge.

Additionally, 61% of PR pros struggle to find and engage relevant journalists. For 77% of the respondents, their relationships with journalists and media coverage are vital in proving and increasing their value to stakeholders. And, 68% of PR professionals see an increase in their value through measurable results.

97% of PR professionals use email to connect with journalists, a channel journalists prefer. An earlier Muck Rack survey revealed that 93% of journalists want to receive pitches via email. Only 2% of journalists would like to receive pitches over phone calls, against the 41% of PR professionals using calls to pitch.

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