1、STATE OF PR MEASUREMENT2024Table of contents The importance of measurement Metrics Challenges Team coordination Methodology How do PR pros prove their worth to leadership?To understand how PR pros track and report their efforts,we surveyed nearly 400 people on topics like which metrics they trust,ho

2、w they coordinate reporting,and what challenges they face.Executive Summary About half of PR pros are only“somewhat confident”in the metrics they typically report to stakeholders.Number of stories placed,reach/impressions and key message pull-through are the metrics PR pros say most accurately measu

3、re their efforts Pitch performance,sentiment and revenue impact are the metrics PR pros say least accurately track their efforts More than one third of PR pros find it difficult to track their work.88%of PR pros spend less than four hours per week on measuring and reporting.The importance of measure

4、ment We ask about the importance of measuring and tracking PR efforts to understand why this is an important part of the job.Does your team currently measure their PR efforts?The importance of measurement82%Yes2%No17%It dependsThe majority of PR pros track their effortsAn overwhelming majority of PR

5、 pros find it useful to track their efforts.While 82%say they track their work,only 2%say they dont.How important is it for you to measure and report your PR efforts?The importance of measurement0%40%80%100%60%20%Extremely importantVery importantSomewhat importantNot so importantNot at all important

6、57%29%12%2%0%Tracking their efforts is extremely important86%of PR pros say measuring their efforts are very important or extremely important.Which of these constitutes at least 25 percent of your job as a PR professional?(select up to 4)The importance of measurement0%20%40%60%80%100%Content creatio