A Disconnect Between Business Objectives and Media Activities. Most PR Professionals Cannot Demonstrate Their Effectiveness

This disconnect between how the PR industry measures its success and what sales expects is growing. As a result of this uncertainty, budgets are being squeezed – up to 31% of respondents said they had seen cuts in 2023.

Only 41% of UK respondents and 34% of US respondents consider new business and sales processes when measuring the impact of their work. Even fewer focus on these aspects when making investment decisions – just 14% of UK respondents and 13% of US respondents.

The survey also found that PR professionals are most focused on the content they produce and the audiences they reach. As many as 96% cited audience as a key factor in measuring success, while 66% stressed the importance of the coverage their messages and campaigns received.

This data comes from a press release from CoverageImpact, which offers its free tool to simplify PR reporting and impact measurement as a solution.