The State of
PR Reporting
How 100 European PR and communications professionals outside the aclipp customer base handle their reporting: the tools, time, and workflows.
At a Glance
Who Responded
Mostly decision-makers and people who own reporting, not juniors.
By Role
By Country
Time Spent on Reporting
Per project / client. Based on 37 respondents.
Where the time goes
Median hours per month
Prep work (gathering data, formatting, building decks) takes 4x longer than actual analysis. The pain is in the manual assembly, not in interpreting results.
The Tool Landscape
119 tool mentions from 57 respondents who named at least one tool.
Most mentioned tools
Tools per respondent
Hours per tool
Median monthly hours among users who reported time
The default stack is still spreadsheet + deck. Dedicated media/PR tools are used by a minority and the landscape is fragmented. No single tool dominates after Excel and PowerPoint.
Key Takeaways
The default stack is still Excel + PowerPoint
Despite dozens of specialized tools on the market, most teams still fall back to spreadsheets and slide decks.
Assembly takes 4x longer than analysis
The bottleneck isn’t interpreting results. It’s gathering data, formatting tables, and building slide decks before you even start.
36+ hours a year on reporting alone
At a median of 3 hours per month, reporting quietly consumes an entire work week every year for the average PR professional.
Nearly half use no dedicated tool
43% of respondents rely entirely on general-purpose software. The opportunity for purpose-built reporting tools is wide open.
Built to fix exactly this
The survey shows that PR reporting is manual, fragmented, and time-consuming. aclipp was built to change that.
All clippings in one place
Collect clippings from media monitors, RSS, social, and manual uploads in one place.
AI fills in the rest
Tags, metrics, sentiment, and summaries filled in automatically and consistently.
Reports in minutes
Live-linked dashboards and exportable reports that update as your data changes.
Custom KPIs that matter
Define your own metrics and compare across markets, brands, and time periods.