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HONG KONG, Nov. 16, 2020 /PRNewswire=KYODO JBN/ --

Cision and PRWeek have released their fourth annual report detailing top

challenges, opportunities and surprising trends for PR and communications

professionals during an unprecedented time. Using comparative year-over-year

data and interviews with executives from leading brands and agencies, the

report highlights the evolving role of communicators, the most effective earned

media channels and influencers, hurdles in measuring business ROI, adoption of

new technologies and much more.

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To uncover the latest insights, a total of 314 senior-level communications and

marketing professionals in the U.S. completed a survey between August 12, 2020

and September 14, 2020.  

Read the entire 2020 Comms Report: Measuring Up to the Moment.

[https://misc.prnasia.com/atd/custeventreg.php?event_id=526/&utm_source=prnasia&utm_medium=press_release ]

"The events of 2020 have elevated the roles of communicators within

organizations as senior leaders rely on them even more for strategic counsel

and support of business goals," said Maggie Lower, Chief Marketing Officer at

Cision. "Our latest report with PRWeek highlights how the industry is more

confidently confronting obstacles by bolstering its C-suite influence,

multi-channel outreach, real-time data capabilities and social media prowess."

Measuring Up to the Moment provides a deeper understanding of how in-house

communications teams and PR agencies are utilizing technology, data,

measurement, content and influencers in a year that's been full of uncertainty.

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Key report takeaways include:

-25% of respondents say their single biggest challenge is the inability to

measure impact effectively; 39% report difficulty aligning PR metrics to

revenue and other vital business KPIs.

-80% of respondents have increased purpose-based outreach to media this year.  

-56% of respondents say employees are one of the most effective influencers of

consumer behavior, up from 34% last year.

-Respondents selected content creation as the single most important PR task

(41%) and media outreach as the second most important (27%).

-LinkedIn is becoming increasingly critical for broader content strategies -

79% of respondents say it is one of their most important channels, up from 45% last year.

-Nearly 90% of respondents say there's still room for communications to get

better using the latest tech and analytics tools.

"This year, of course, the survey was conducted as we still confront a global

pandemic," said Gideon Fidelzeid, Managing Editor at PRWeek. "Many of the

observations within the report underscore the impact COVID-19 is having - and

will have - on the industry and the practice of communications. A constant,

however, is this study's helpful role in bringing clarity to the areas in which

PR is making real progress, as well as where it needs to make more."

For more on this year's Comms Report, join Cision and PRWeek for an upcoming

webinar New Reality, New Opportunity on November 19th. Register here for a

discussion featuring industry experts from General Mills and Hill+Knowlton

Strategies on how communicators are responding to the latest opportunities and

challenges. [https://www.cision.com/us/resources/webinars-events/2020-comms-report-new-reality-new-opportunity/?utm_medium=pr&utm_source=pressrelease&utm_content=webinar&utm_campaign=2020commswebinar ]

About Cision

Cision is a leading global provider of earned media software and wire

distribution services to public relations and marketing communications

professionals. Cision's software allows users to identify key influencers,

craft and distribute strategic content, and measure meaningful impact. Cision

has over 4,800 employees with offices in 24 countries throughout the Americas,

EMEA, and APAC. For more information about Cision's award-winning products and

services, including the Cision Communications Cloud®, visit www.cision.com and

follow Cision on Twitter @Cision.

About PRWeek

PRWeek epitomizes the modern business publishing brand, spanning online, print,

events and social media, incorporating a paid-for content strategy and gated

website. Launched in November 1998, it is the essential title for PR pros.  

PRWeek reflects an industry playing a more pivotal role than ever, not only in

the marketing strategies of companies, brands, and organizations, but also

within boardrooms and in the C-suite. In the transparent world epitomized by

social media, corporate reputation is crucial. Executives need timely, authoritative,

insightful content to navigate this landscape - that's where PRWeek comes in.

Breaking news, analysis, and opinion fuels PRWeek's content. And the brand

extends into the iconic PRWeek Awards, annual conferences, roundtables,

webcasts, and virtual forums. For more, visit www.prweek.com.

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Source Cision Ltd

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   Caption: Cision & PRWeek's 2020 Comms Report

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   Caption: Cision & PRWeek's 2020 Comms Report: Key Findings

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   Caption: Cision & PRWeek's 2020 Comms Report Webinar