Muck Rack surveyed 1,089 PR professionals and discovered that approximately 60% believe AI will become increasingly important in the next five years. Media relations is currently deemed the top job function by 84% of respondents. However, many face difficulties in securing media placements, primarily due to low journalist response rates and shrinking newsrooms. LinkedIn is identified as the most valuable social platform for PR, while 53% of professionals do not utilize social listening tools, indicating a need for better measurement strategies.
Currently, 84% say media relations is the top job function, however, securing media placements has never been more difficult. 72% cited low response rates from journalists as a key obstacle to securing media.
Only 4% cite DEI or ESG communications as a future priority. Other future priorities for communications teams include media relations (35%), strategic planning (33%) and reputation management (29%).
LinkedIn is the most valuable social platform for PR pros (56%) by a long shot, followed by Instagram (16%) and X (11%). Only 2% view TikTok as valuable.
A whopping 53% of PR pros say they don't use social listening tools, highlighting a gap in how communicators are monitoring conversations and measuring impact.
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