PRWeek and Cision explored the evolution of the communications industry including changes to budgets and digital strategy.
An online survey of 427 senior-level communication professionals was conducted in the U.S., Canada, France, Germany, Sweden, U.K., Australia, China, Hong Kong, and Singapore from Sept. 5 – Oct. 12, 2023. Respondents worked either in-house or at an agency.
Key findings include:
1.) 54% of in-house respondents said their budget increased in 2023, followed by 30% who said it stayed the same, and 18% who said it decreased.
2.) 53% of agency respondents anticipated that clients would spend more on agency services in 2024.
3.) 33% of all respondents said they currently use generative AI tools infrequently, closely followed by 32% of respondents who said they use them frequently.
— Of respondents who said they use generative AI with some regularity, 29% used it for brainstorming campaign ideas/strategies, followed by research (29%), image, audio, or video creation (28%), and content review/optimization (28%).
4.) 52% of respondents rated their current ability to respond to existing crises as good, followed by those who said their ability was excellent (29%), and fair (16%).
5.) Respondents said Facebook (73%), Instagram (71%), LinkedIn (67%), and YouTube (52%) were the four platforms most valuable to their broader strategy.
Find the original research here.
