More than three-quarters (77%) of respondents admit that comms can do a better job at measuring and proving its impact on business objectives.
A deeper dive into the survey results underscores challenges with budget (51% place "tightening budgets" among their top three most difficult obstacles) and data application (73% are less than bullish when asked if they have adequate resources to fully capitalize on all the benefits of technology and data), among others.
However, this survey, which includes myriad year-on-year comparisons, also spotlights developing tactics, philosophies, and capabilities that are helping PR pros use data to truly bolster their efforts. For example…
- Comms leaders are increasingly recognizing the need to hire the right talent to maximize data impact.
- There is a notable shift in the platforms being relied upon to ensure that content is impacting consumer-buying behavior.
- Brands are devoting more time than ever to determine the best influencers with whom they should partner.
Data holds the key to comms’ optimal performance, pursuit of more budget, and its emergence in the C-suite. This survey and follow-up analysis is a vital tool in that pursuit as it brings into sharp focus the biggest obstacles PR pros face, but also the solutions to triumphing over them.
Get the report here.