Cision and PRWeek's 2020 Comms Report Reveals Top Trends Every Communicator Should Watch and Act On
PR86609
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.
"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.
Photo- https://mma.prnewswire.com/media/1334026/Cision_PRWeek_2020_Comms_Report.jpg
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
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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