Key Takeaways for PR Execs from the Latest Global Communications Report
The Global Communications Report from Cision and PRWeek has once again shed light on the evolving role of PR in today's business environment. This year's survey of 427 industry professionals worldwide highlights some pivotal shifts that PR executives should take note of.
PR's Enhanced Role in the C-Suite
More than any previous report, this year's findings underscore PR's critical place in the C-suite. PR practitioners are now expected to contribute significantly to business metrics such as revenue, share of voice, and overall company value, beyond merely managing reputational issues and crises.
Top Priorities for CEOs
Senior-level leaders in PR, communications, and marketing across 10 countries identified the top priorities for their CEOs:
Building Sustainable Growth and Value for the Brand
The highest priority, with 60% ranking it in their top four, up from 54% last year.
Customer Acquisition and Engagement
Notably increased to 43% from 34% last year.
Driving Sales and Revenue
Jumped to 42% from 33% last year.
The Growing Importance of Data and Analytics
Data and analytics have become crucial for PR professionals. This year, 42% of respondents say they rely on data and analytics more than they did a year ago, up from 30%. Additionally, 59% now have a dedicated data analyst on their team. This shift towards data-driven strategies is transforming the PR landscape.
Work Arrangements and Their Impact
Globally, hybrid work arrangements are the norm, with 57% working part in-office and part remote. In the U.S., 63% report working in a hybrid fashion. This flexibility is influencing how PR teams collaborate and make decisions.
Darrow, a key interviewee, emphasizes the importance of in-person interactions for enhancing creativity and problem-solving, particularly in crisis situations. "We’re back in the office," he asserts. "Face time is crucial for creativity and on-the-spot problem-solving."
Prioritizing Content Channels
Earned media continues to be a top value driver, with 33% of respondents indicating it is the most relied-upon media strategy, up from 30% last year. However, successful PR campaigns often integrate multiple channels, including paid, earned, shared, and owned media.
The Rise of Influencer Marketing
Everyday consumers are seen as the most effective influencers, with 57% ranking them among the top three globally. Interest in partnering with corporate executives, employees (both 44%), and niche or micro-influencers (42%) has also grown. This trend suggests ongoing experimentation with various influencer types to maximize impact.
Conclusion
The findings of this year's Global Communications Report highlight the increased expectations and strategic importance of PR in the eyes of the C-suite. PR executives must continue to leverage data and analytics, adapt to evolving work arrangements, and integrate diverse media strategies to drive business success.