Only 15% of PR professionals leverage social listening tools to capitalize on newsjacking

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 12, 2020, 1:35 PM UTC

Talkwalker, in partnership with YouGov, conducted a research to highlight how different regions define PR.

The majority of global PR professionals are missing out important tools and techniques in their practices. This piece states that though nearly half of PRs use social listening tools, only 15% of them utilise it to capitalize on newsjacking, which can drive mass coverage and influence sales.

According to the research, top PR offerings have changed from media relations and press offices to content marketing and influencer marketing among others. 67% of PR practitioners consider influencer marketing as an important PR offering.

The research also states that Facebook is the most preferred social platform by PR professionals for influencer marketing, followed by Instagram. Talkwalker’s CEO Americas Todd Grossman said that PR professionals should go “fully social and unlock the huge benefits” of social PR strategies.

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[3 minute read]