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The Future of PR: Tech-Driven Media Intelligence [Infographic]

by Vahe Habeshian  |  
November 29, 2016

The public relations industry's growth slowed globally to single digits in 2015, despite PR's high value to companies that employ it, according to an infographic by MediaMiser.

Overall, PR's conversion rates are 10-50 times those of advertising, but the media industry—including people's media consumption habits—has been rapidly changing, the infographic points out.

For example, 83% of journalists say they use just 10% of press releases they receive, and just 27% of PR agency leaders say "public relations" will adequately describe what they do, per stats highlighted in the infographic.

If PR is to retain its importance, PR professionals and firms will need to be able to demonstrate results, MediaMiser asserts, adding that they will need to have ready access to actionable data, driven by tech-driven media intelligence.

For more on that, take a closer look at the infographic:

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Vahe Habeshian is the director of publications at MarketingProfs and a long-time editor. Reach him via

Twitter: @habesh

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  • by Frank Strong Tue Nov 29, 2016 via web

    "PR's conversion rates are 20-50 times those of advertising" -- what is the underlying source of this claim, Vahe?

  • by Vahe, MarketingProfs Wed Nov 30, 2016 via web

    Hi, Frank. Looks like that "20" should have been a "10"; it's been corrected now. As for the original source, we'd have to query MediaMiser, since I was merely reporting the infographic's claims. I will reach out to them.

  • by Vahe, MarketingProfs Wed Nov 30, 2016 via web

    Frank, hi again. According to MediaMiser, this is the source:

    In turn, the article's author seems to passing along internal information from an exec at PR technology platform AirPR, the source of those conversion figures.

  • by Frank Strong Wed Nov 30, 2016 via web

    I see. That's disappointing. I might reach out to Wendy, Rebekah or both to inquire.

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