Which data helps make PR work more measurable?
Measuring PR Success
- 87% of PR professionals see a strong need for digital transformation in PR reporting.
- Online PR and social media have overtaken print, yet many reports are still manually created.
- 59% of companies do not receive regular PR reports from their agencies or in-house teams.
- Qualitative KPIs like target audience relevance and sentiment are becoming increasingly important.
- Companies are willing to pay for insightful and actionable reports.
- The future of PR reporting lies in the combination of digital tools and precise data analysis.
The whitepaper "Measuring PR Success" delves into the current state of PR reporting in the DACH region (Germany, Austria, Switzerland). Based on a survey of over 200 PR professionals and insights from 22 companies, it uncovers the challenges and emerging trends shaping the industry.
Key Findings:
1. The Need for Digital Transformation:
A staggering 87% of PR professionals recognize a pressing need for digital transformation, especially in automating and enhancing the efficiency of PR reporting. Despite the increasing role of digital channels, many reports are still compiled manually using tools like Excel and PowerPoint.
2. The Rise of Digital Channels:
Online PR and social media have surpassed print as primary communication channels. However, the calculation of media equivalency (AVE) – essential for assessing reach and visibility – remains inconsistent, largely due to the lack of standardized tools.
3. Challenges in Reporting:
A significant portion of clients are dissatisfied with the reports they receive, finding them inadequate for strategic decision-making. This dissatisfaction has created a market where clients are willing to invest in more meaningful and insightful reports.
4. The Shift Toward Qualitative KPIs:
The future of PR measurement is moving beyond quantitative metrics. Qualitative KPIs, such as target audience relevance, core message delivery, and sentiment analysis, are gaining prominence. However, capturing these metrics still requires manual input and expertise, highlighting the need for improved tools and methodologies.
Looking Ahead:
The whitepaper concludes that the PR industry is at a pivotal moment, driven by digitalization and the demand for data-driven insights. PR professionals must adapt by embracing new technologies and focusing on qualitative evaluations that deliver real value to clients.
