This summary is provided by IPR based on the original study by Muck Rack
Muck Rack examined trends in the public relations industry regarding media relations, budgets, and measurement practices.
A survey of 1,887 public relations practitioners was conducted from April 12 — May 3, 2022.
Key findings include:
- More than half of PR professionals said their top challenge in the industry is getting responses from journalists, with agencies (59%) more challenged than in-house teams (43%).
- 45% of respondents said “budget limitations” are their biggest challenge.
- 44% of in-house PR workers said “better defining the role of PR/communications” can help them increase value, compared to 25% of agencies.
- 59% of respondents reported that next year, they would be trying to secure “more” earned media and 49% of brand PR professionals said they are increasing their budget.
- On average, respondents said they tracked five metrics for their content.
73% track earned media placements and 56% track social media shares/mentions.
- On average, respondents said they tracked five metrics for their content.
Learn more about how PR professionals measure success in their work
