Muck Rack’s Annual State of PR survey looks at challenges faced by PR professionals during COVID-19 crisis
The survey found that COVID-19 pandemic has posed new challenges for PR professionals. 71% of the surveyed respondents said the difficulty in measuring business impact is the top challenge they face during the crisis. 64% of communicators also named lack of quantifiable measurement as their biggest challenge.
Despite measurement getting difficult, only a few PR agencies allocate budgets for monitoring and reporting tools. While 8% of PR professionals spent their budgets on PR reporting software, only 10% of communicators allocated budgets for monitoring software.
The pandemic has also had an impact on budgeting, with 44% of respondents reporting a significant or very significant effect. A majority of PR professionals (68%) identified tightening budgets as the main challenge they face.
[3 minute read]
