Cision&PRWeek：2019年全球传播报告（英文版）(12页).pdf

1、2 5 6 7 8 9 THE STORY GETS STRONGER A mix of modern and traditional is boosting earned medias status THE REAL CHALLENGE Highlighting comms toughest obstacles to C-suite relevance DECIPHERING THE DATA Are PR pros gleaning the right information to impact business? SWAY OVER SPENDING Identifying the in

2、fluencers who most impact consumer activity CHANGING THE CHANNEL Notable movement on the social platforms most relevant to brands WHERE THE MONEY GOES Comms spending: the where is changing along with the amount THE PATH TO PROGRESS 2019 GLOBAL COMMS REPORT While challenges still remain, the third an

3、nual PRWeek/ Cision global survey reveals that greater investments in data and some shifts in social and media strategy are helping comms underscore its value to the bottom line 2019 Global Comms Report: The Path To Progress2 M aybe every generation of PR pros believes the discipline is more importa

4、nt to companies than it was during the one that came before it. However, this eras sentiment is supported by new data that shows earned media significantly grew its slice of the media-budget pie in 2019. Its portion was almost on par with paid media, according to the third annual 2019 PRWeek/Cision

5、Global Comms Report. Of the 527 global respondents, on average 34% of the overall media budget goes to earned media, just a tick under the 35% given to paid media. Owned media is allotted the remaining 31%. Looking at U.S. respondents only, earned medias prevalence is even more apparent. Notably mor

6、e budget goes to earned (39%) than paid (31%) the latter which has seen its share growth plateau since 2018 and now sits near owned media, which has 30% of the spend in the U.S. Credible results In interviews with PRWeek, in-house counsel in the U.S. attribute the results to a number of factors, chi