This summary is provided by the IPR Measurement Commission.
Muck Rack explored how PR professionals measured success in 2022.
A survey of 805 PR professionals was conducted Oct. 11–22, 2022.
Key findings include:
1.) Respondents said connecting PR metrics to business outcomes (67%) and proving the value of metrics (59%) were the most challenging aspects of measuring PR results in 2022.
2.) The most popular measures of success for PR professionals’ earned media efforts in 2022 were:
— Coverage/stories placed (96%)
— Audience reach (56%)
— Social media shares/mentions (52%)
3.) Compared to last year, more PR pros are sharing updates with their executive team (6% increase), their marketing team (5% increase), and their entire company (5% increase).
Find the original report here.