MuckRack's "The State of PR 2021" study highlights communication professionals' top challenges, their strategies to engage with journalists and other trends in the PR industry.
Around 59% of PR professionals reported getting responses from journalists is their top challenge in 2021. Budget limitations (49%) and measuring business impact (46%) were the other top challenges faced by PR pros this year.
With the world slowly recovering from the pandemic, almost all PR budgets are either increasing (45%) or stay the same (50%). The study found most PR initiatives were green-lit by the CEO, followed by the company's top communicator and top marketer.
Around 34% of PR professionals expect to see drastic changes in the industry over the next five years. Strategic planning was identified as the most critical PR skill for the future, followed by media relations, social media and Diversity, Equity and Inclusion.
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