Which tasks do PR and communications teams excel at? Which tasks are they struggling with most? What obstacles are stopping them from successfully executing their strategies?
To find out, Cision and PR Week conducted a survey among 427 senior-level PR and comms professionals globally who work for brands, agencies, and other types of organizations (governments, nonprofits, etc.).
The largest shares of respondents say their team is excellent at articulating a compelling brand narrative (35%), identifying and managing media crises (31%), and identifying and collaborating with the "right" journalists (27%).
The largest shares of respondents say their team struggles with tracking and analyzing investor sentiment (47%), tracking and analyzing public sentiment (42%), and evaluating the media strategies of the competition (42%).
PR and comms professionals who work for agencies say the biggest challenge they face is securing enough budget (72% cite that as an obstacle).
PR and comms professionals who work for brands say the biggest challenge they face is an inability to measure impact effectively (50% cite it as an obstacle).
Most PR and comms professionals say they have the tools necessary to manage crises. However, most also say the their team does not excel at preventing or responding to crises.
About the research: The report was based on data from a survey conducted among 427 senior-level PR and comms professionals globally who work for brands, agencies, and other types of organizations (governments, nonprofits, etc.).
