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1、STATE OF PR MEASUREMENT2024Table of contents The importance of measurement Metrics Challenges Team coordination Methodology How do PR pros prove their worth to leadership?To understand how PR pros track and report their efforts,we surveyed nearly 400 people on topics like which metrics they trust,ho

2、w they coordinate reporting,and what challenges they face.Executive Summary About half of PR pros are only“somewhat confident”in the metrics they typically report to stakeholders.Number of stories placed,reach/impressions and key message pull-through are the metrics PR pros say most accurately measu

3、re their efforts Pitch performance,sentiment and revenue impact are the metrics PR pros say least accurately track their efforts More than one third of PR pros find it difficult to track their work.88%of PR pros spend less than four hours per week on measuring and reporting.The importance of measure

4、ment We ask about the importance of measuring and tracking PR efforts to understand why this is an important part of the job.Does your team currently measure their PR efforts?The importance of measurement82%Yes2%No17%It dependsThe majority of PR pros track their effortsAn overwhelming majority of PR

5、 pros find it useful to track their efforts.While 82%say they track their work,only 2%say they dont.How important is it for you to measure and report your PR efforts?The importance of measurement0%40%80%100%60%20%Extremely importantVery importantSomewhat importantNot so importantNot at all important

6、57%29%12%2%0%Tracking their efforts is extremely important86%of PR pros say measuring their efforts are very important or extremely important.Which of these constitutes at least 25 percent of your job as a PR professional?(select up to 4)The importance of measurement0%20%40%60%80%100%Content creatio

7、nMedia relationsThought leadershipMedia measurement and reportingExecutive communicationsCorporate communicationsEvents/ActivationsInternal communicationsCrisis managementInfluencer relationsEnvironmental,social and corporate governance(ESG)OtherDiversity,equity and inclusion(DEI)45%83%45%40%26%22%2

8、2%20%18%14%3%2%2%For 40%of PR pros,measurement and reporting is a major part of their jobMeasurement is among the top five most time-consuming parts of a PR pros job.Media relations is by far the most common task for PR pros.But measurement and reporting is nearly tied in importance with content cre

9、ation and thought leadership.What are the primary reasons you report on your teams efforts?(Select all that apply)The importance of measurement0%20%40%60%80%100%To demonstrate impact to leadership or clientsBecause clients or stakeholders request itFor team motivation and recognitionTo inform and ad

10、just strategic focusTo track internal performance and set benchmarksOther89%68%59%44%36%4%Demonstrating the impact of their work is the main purpose of measurementMost PR pros,89%,say they track and report their efforts in order to demonstrate their impact to stakeholders and show the value of PR.Wh

11、ich of the following helps increase the value of PR among key stakeholders in the company the most?(Select the top 3)The importance of measurement0%20%40%60%80%100%Producing measurable resultsTying PR activities to key business initiativesSourcing more coverage and/or media relationshipsBetter defin

12、ing the role of PR/communications internallyDelivering creative solutionsImproving internal reportingMitigating negative publicityImplementing better technology65%64%58%28%23%15%14%6%Metrics are essential for increasing the value of PR among stakeholdersTwo of the top three ways to increase the valu

13、e of PR rely on creating measurable results.Is your PR budget impacted by you/your teams ability to reach your goals?The importance of measurement45%Yes55%NoAbout half of PR pros budgets are affected by whether they reach their goals55%of PR pros say their budget is not impacted by their ability to

14、reach their goals.While 45%said their budget could be effected.MetricsThe most and least valued metrics according to PR pros.Which of these metrics do you use to measure your efforts?(select all that apply)MetricsWebsite impact(e.g.traffic,SEO,conversion)46%Key message pull-through37%Pitch performan

15、ce(#sent,open rate,click through rate)29%Number of stories placed85%Share of voice40%None of the above0%Social engagement of earned coverage42%Other8%Reach/impressions76%Sentiment34%Social media impact of your own social channels37%Revenue impact(e.g.leads,sales,pipeline or revenue)20%PR pros on ave

16、rage track five metricsThe top three are stories placed,reach/impressions and website impact.Those who responded“other”mentioned domain authority,AVE,and UVM.Which metrics do you find most accurately measures your efforts?(select all that apply)MetricsKey message pull-through35%Pitch performance(#se

17、nt,open rate,click through rate)18%Number of stories placed63%Share of voice27%None of the above2%Social engagement of earned coverage20%Other5%Reach/impressions42%Sentiment19%Social media impact of your own social channels17%Revenue impact(e.g.leads,sales,pipeline or revenue)20%Website impact(e.g.t

18、raffic,SEO,conversion)34%PR pros on average say three metrics accurately reflect their workDespite tracking an average of 5 metrics,PR pros on average say 3 metrics accurately measure their efforts.Number of stories placed,reach/impressions and key message pull-through are the most trustworthy metri

19、cs.MetricsKey message pull-through6%Pitch performance(#sent,open rate,click through rate)32%Number of stories placed12%Share of voice20%Other2%Social engagement of earned coverage12%None of the above5%Reach/impressions23%Sentiment24%Social media impact of your own social channels19%Revenue impact(e.

20、g.leads,sales,pipeline or revenue)24%Website impact(e.g.traffic,SEO,conversion)11%Which metrics do you find least accurately measures your efforts?(select all that apply)PR pros differ on which metrics least accurately measures their effortsAbout one third of PR pros dont trust pitch performance as

21、an accurate measure of their efforts.They also question sentiment,revenue impact and reach/impressions.ChallengesTo understand the difficulties of PR measurement,we ask about time commitments,confidence and challenges.How confident in your metrics do you typically feel when reporting on PR efforts t

22、o stakeholders?Challenges0%40%80%100%60%20%Extremely confidentVery confidentSomewhat confidentNot so confidentNot at all confident7%31%49%11%2%Most PR pros are only somewhat confident in the metrics they report to stakeholdersMore than a third of PR pros say they are very or extremely confident in t

23、heir metics,about half say theyre only somewhat confident.How difficult is it for you to track your efforts?Challenges0%40%80%100%60%20%Very easyEasyNeither easy nor difficultDifficultVery difficult3%22%40%32%3%More than a third of PR pros find it difficult to track their effortsAbout a quarter of P

24、R pros find it easy to track their work,but the biggest group say its neither easy nor difficult.On average,how many hours per week do you spend on measuring and reporting?Challenges0%20%40%60%80%100%56%32%3%9%14 hoursLess than 1 hour8+hours58 hoursMost PR pros spend less than 4 hours per week on me

25、asuring and reportingAround one in ten spend more than half a work day per week on the task.What are the biggest challenges you face when measuring and reporting PR efforts?(select all that apply)Challenges0%20%40%60%80%100%Linking PR metrics to business goalsManaging stakeholder expectationsUnclear

26、 goals or success metricsNot having the right goals or success metricsNot enough time to report on PR effortsDifficulty hitting goalsOther61%53%38%23%22%14%12%Linking PR to business goals is the biggest challengeMore than half of PR pros say their biggest challenges are managing stakeholder expectat

27、ions and linking their efforts to business goals.Many of the“other”responses mention issues like data quality,access to resources,and maintaining consistent measures year-over-year.Team coordinationWe ask who is responsible for making the measurement reports,how they coordinate with marketing and ho

28、w executives are briefed.Who is primarily responsible for measuring and reporting efforts in your team?Team coordinationExecutive Leadership6%Other5%Director16%Manager20%Coordinator or Specialist21%The entire team collaborates equally32%Measuring and reporting efforts is done by many levels of emplo

29、yeesAbout one third of PR pros say reporting and measuring is a team effort.For others,the task could be assigned to people either high or low in the team hierarchy,although it is rarely done by executive leadership.“Other”responses included using a third party,having a dedicated team for measuremen

30、t,or solo entrepreneurs doing it all themselves.How do you coordinate your reporting with the Marketing teams reporting and metrics?(Select all that apply)Team coordination0%20%40%60%80%100%Reporting is handled separately with no coordinationWe share our reports with the Marketing team for alignment

31、We integrate PR metrics directly into Marketing reportsTheyre the same teamWe hold joint meetings to discuss combined metricsNot applicableOther31%30%24%20%13%10%2%Coordinating reporting with marketing happens in a variety of waysAbout one third of PR pros say theres no coordination between marketin

32、g and PR.A similar number share reports across teams for alignment.And only 13%hold joint meetings to discuss combining metrics.How frequently do you report your metrics to your/your clients executive team?Team coordination0%40%80%100%60%20%DailyWeeklyMonthlyQuarterlyAnnuallyAs needed2%11%38%24%4%22

33、%How often PR pros report on their efforts variesWhile monthly updates to stakeholders are the most common with more than one third of PR pros,24%report every quarter and 22%report on an as-needed basis.MethodologyThe goal of this survey is to better understand how and why PR pros track their work e

34、fforts.The self-administered online survey collected responses from 472 PR professionals from October 11 to 21,2024.Survey responses were sought primarily through email and most respondents came from outreach to Muck Racks database and email contacts.Data was cleaned to remove spam responses,major o

35、utliers,identifiable mistakes,and low-effort responses.This left a total of 397 respondents.The conservative estimate of the margin or error is about+/-5%.Muck Rack is the leading provider of AI-powered PR software built for how brands and agencies work.The only platform powered by intuitive,AI technology and the most accurate,comprehensive data provided by journalists themselves,Muck Rack combines media database,monitoring and reporting for seamless team collaboration,pitching and measurement.Thank you!https:/Learn more