We surveyed more than 1,600 PR professionals to understand how they are connecting with journalists, allocating budgets, measuring success, and using technology and tools in 2021.
Here’s a sneak peek at some of the insights from the report:
- 73% of PR pros said they don’t think the term “public relations” as it’s defined today will describe the work they’re doing in five years.
- Most PR budgets are either increasing (45%) or staying the same (50%). Only 5% of PR pros’ budgets are decreasing.
- Strategic planning is the most cited (88%) essential PR skill for the future, followed by media relations (78%), social media (72%) and Diversity, Equity and Inclusion (67%).
- 81% of PR pros use direct messaging tools like Slack and Microsoft Teams to communicate daily, up from 67% in 2020.
Download a copy of the report here to see the full findings.