Coverage or stories placed was the most-used metric by PR pros in 2022: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 16, 2022, 9:58 AM GMT+0

On average, in the year, PR pros used over five success metrics as per a Muck Rack study.   

Muck Rack's study revealed that metric-backed demonstration of the impact of their work is one of the top challenges faced by PR professionals. As per the survey, PR pros are using over five success metrics on average. Most (96%) use coverage or stories placed as a metric, audience reach is used by 56% of PR professionals.  

Further, as compared to last year, more PRs are now having to share updates across departments. For this, email seems to be the most popular distribution channel, preferred by 87% of respondents.  

Updating through chat platforms (such as Slack and others) is up by 4% as compared to 2021. When seen department-wise, respondents have been sharing updates with executive departments (a 6% jump) and marketing (a 5% jump).   

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