2022-01-12-Muck_Rack-2021年PR测量报告（英）_23页_1mb

Summary of 2021 PR Measurement Report

How PR Pros Measured Success in 2021

Approximately 75-94% of PR professionals measured at least one metric in 2021, averaging around 5 metrics. The most common metric was media coverage or stories placed, with a range of 51-53% reporting its use. Other metrics included estimated audience reach, website/social media engagement, and lead generation. Challenges included the COVID-19 dominated newscycle, which made it hard to cut through noise, and staffing issues from remote work and industry changes.

How PR Pros Shared Reports and Updates

The majority of PR professionals used spreadsheets for reporting, with Excel (48%) and Google Sheets (45%) being the most popular tools, followed by PDFs (44%) and PowerPoint (42%). Distribution methods included email (89%), chat platforms (47%), live meetings (46%), and internal communication hubs (13%). Reports were shared with executive teams (47%), marketing departments (39%), entire companies (31%), social media teams (25%), and corporate comms (20%).

Challenges Faced in 2021

Key challenges included the fast-changing media landscape due to COVID-19, which disrupted pitches and client relationships. PR pros struggled with editorials shifting to pandemic coverage, making it difficult to stand out. Other issues were the lack of face-to-face interactions, team staffing shortages, and the uneven recovery from remote work, leading to delays and burnout.

How PR Pros Will Measure Success in 2022

Plans for 2022 show an increase in metrics measured, with an average of 6 metrics compared to 5 in 2021. Media coverage remains a focus, but there is a shift toward additional metrics like pitch engagement (up 3-5%), social media reach, and audience sentiment. Some areas are new, with goal rates rising for website traffic and subscription growth.

PR Pros' Predictions for 2022

Predictions emphasize evolution in PR roles, becoming more cross-functional and data-driven. Emerging channels like podcasts and social media will gain importance for engagement. Trends include virtual events increasing reach, and data-driven approaches becoming essential, with a focus on measurable KPIs to enhance strategy and integrate with marketing efforts. PR professionals anticipate tighter relationships with clients and a need for diverse skill sets to navigate changing media.