How do PR professionals analyze the success of their work?

The whitepaper "PR Reporting in the Digital Age" by aclipp addresses the evolving challenges of modern PR work, particularly in the areas of reporting and the analysis of PR results. The main message is that PR reporting has become more complex due to the increasing integration of various channels (like social media, blogs, podcasts, etc.) into the media landscape. Analyzing and evaluating PR measures is becoming more time-consuming and challenging due to the variety of tools, platforms, and metrics involved.

The whitepaper offers insights into current methods and challenges faced by the PR industry, based on a survey of 164 PR agencies and in-house PR departments across Germany. Topics such as managing clippings, utilizing monitoring tools, and measuring social media KPIs are discussed in detail. The study reveals that the PR industry is particularly grappling with a fragmentation of tools and the continuous need for ongoing education. A central issue is the lack of integration and automation in the collection and evaluation of clippings, often resulting in inefficient reporting.

Another key topic is the growing importance of social media and influencer marketing in PR work. The whitepaper highlights the need for companies and agencies to adopt modern formats like stories to effectively reach their target audiences. It underscores the necessity of optimizing reporting processes and automating them through innovative tools, freeing up more time for creative and value-added PR work.