See how the game is changing.Cision has released its latest Global Communications Report, which surveyed PR professionals from around the world on what their jobs involved in 2018. From tactics and talent management, to content strategy and consumer activity, this report looks at everything happening in our world today and where the industry is headed tomorrow.
Here are just a few of the top trends that marketing managers will want to be aware of as 2019 approaches:
1. Data is the New Black
In 2018, PR professionals put a lot of their dollars in data. Forty-five percent of survey respondents said they spend up to 10 percent of their budget on measuring, monitoring and understanding the impact of their programs and campaigns. Thirty-three percent of respondents said they spent up to 20 percent of their budget on measurements and 33 percent placed media monitoring among their top three most important brand activities.
Despite this trend, room for improvement with data remains. Seventy-seven percent of survey respondents said that comms can still do a better job at measuring and proving its impact on business objectives, and 73 percent said that “aligning metrics to revenue or vital business KPIs” was the most difficult challenge when it came to measurement. This will continue to be an area of focus as teams look to effectively and accurately position PR in the broader marketing mix.
2. There's Selling-Power in Social Media
Modern media channels are making moves on traditional ones. When asked to pick the most effective form of content to influence consumer buying behavior, social media easily ranked first, with 54 percent of those surveyed placing it among their top three, as opposed to the 44 percent last year. Thirty-one percent of respondents said they spend half or more of their media relations budgets on influencers. Ads on social media are also up by 10 percent compared to last year, while broadcast features and traditional ad buys are down 6 percent and 4 percent, respectively.
3. Journalists Still Matter
The opinions of peers predictably continue to have the most influence on consumer trust, but journalists follow closely behind in terms of impact. Sixteen percent of respondents ranked mainstream journalists the most important, just behind everyday consumers at 27 percent.
It may seem as though traditional media is losing hold, but third-party validation is still valuable for communications professionals and their audiences. Among media relations professionals, 68 percent said they stay in touch with reporters even when they're not working with them on specifics stories and 71 percent consider traditional journalists among the most important audiences for their content.
Check out Cision’s full report to learn more about what’s been happening in 2018 and gain more insights on the PR industry. If you want to talk more about your PR plans heading into next year, contact us today!