Muck Rack’s latest State of PR Measurement survey highlights how PR professionals measure success in 2021 and their plans for measurement and reporting in 2022.
The study found that average public relations professionals tracked five metrics in 2021, including coverage or stories places, website traffic, audience reach, social media shares/mentions and social media engagement. They also plan to use similar metrics next year, with the average PR pro measuring six metrics in 2022 instead of five.
Nearly all (93%) of PR pros rely on spreadsheets for reporting. In this year, email was the most popular method of distribution. Most PR pros use three or more methods to share reporting, including chat, live meetings and internal communication hub. According to PR professionals, the always-changing state of media – including a volatile news cycle dominated by COVID-19 was one of the biggest challenges of 2021.
Around 94% of PR pros tracked coverage of stories placed in 2021. In fact, these respondents are planning to continue focusing on placements in 2022. Sara Graham, Senior Account Executive at Fama PR, said, “I predict that being a podcast/Twitter Spaces/Clubhouse guest will be a major PR ask from clients in 2022.”
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[3 minute read]