PRNEWS Survey of PR Measurement, Tech and Talent 2021

Periodically, PRNEWS gauges the PR industry’s mood through surveys. This survey includes questions about communication measurement and analytics, technology and talent. It should take about 5 minutes and your answers will be held in confidence. Survey results will appear in PRNEWS. We thank you in advance for your time in helping us.

Question Title

* 1. Did COVID-19 impact measurement and analytics at your company?

Yes, we measure more now than we did in pre-pandemic times

Yes, we measure less now than when the pandemic started

No, we measure about the same now as in pre-pandemic times

No, we didn’t measure before the pandemic and don’t now either

I don’t know

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* 2. What’s the next big thing for communications research and evaluation?

Predictive analytics that tell me what will happen next

An emphasis on automation, DIY and artificial intelligence

A balanced mix of talent and technology

A fully integrated analysis across the marketing and communication mix

A solution for quantifying PR’s impact on business outcomes like sales and revenue generation

ESG as the cornerstone to linking PR, reputation and stock price

I don’t know

Question Title

* 3. We measure earned, paid and owned media results _____________.

All the time

Most of the time

Sometimes

Hardly ever

Never

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* 4. What’s the attitude of new and recent graduates you work with toward communication measurement and analytics? (Check all that apply)

They’re enthusiastic about it and know it well

They’re enthusiastic about it and know the basics

They’re interested, but have little or no academic training in it

They went into PR to avoid working with data/numbers

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* 5. Do you have barriers to measurement?

Yes