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The Average PR Pro Tracked 5 Metrics in 2021 and Will Track More in 2022, Muck Rack Survey Finds

Nov 11, 2021

NEW YORK--( BUSINESS WIRE )--PR pros plan to expand on the metrics they use to measure success in 2022. According to a survey of more than 500 communications professionals published today by Muck Rack, the leading Public Relations Management (PRM) platform, the average PR pro tracked at least five metrics in 2021, including coverage, audience reach, website traffic, social media shares/mentions and social media engagement.

“From podcasts to newsletters to digital journalism, PR pros have more avenues available to them to get their stories told”

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In 2022, the average PR pro plans to track at least six metrics. New metrics that many PR pros say they will measure for the first time in 2022 include social media shares and engagement, pitches opened or clicked, journalist reach and consumer sentiment.

The report covers how PR pros measured success in 2021, along with their plans and predictions for 2022. One thing that won’t change for 2022 is the importance of media placements, with 94% continuing to prioritize them in the new year.

As for sharing PR results, the majority of PR pros share reports with their executive team (47%), followed by their marketing team (39%), their entire company (31%), social media team (25%) and corporate comms team (20%).

In an optional open-ended survey question on 2022 predictions, several PR pros said they believe the industry will continue to evolve, with a greater focus on emerging channels including podcasts.

“From podcasts to newsletters to digital journalism, PR pros have more avenues available to them to get their stories told,” says Muck Rack CEO Greg Galant. “Our latest survey shows that quality data will be a key driver in helping PR pros target the right channels, measure success and prove the value of their efforts to clients and other stakeholders. It also underscores how important it is to have a central hub of information that team members can view, share and update in real time.”

Additional findings from the study include:

  • 94% agree that media placements were a top priority in 2021—and that will remain largely unchanged in 2022
  • 60% plan to measure social shares and social engagement in 2022, with a 9% and a 12% increase in these areas respectively
  • 28% plan to report on consumer sentiment in 2022, a 10% increase over 2021
  • Email (89%) was by far the most popular method of sharing reports with their teams, followed by chat (47%), live meeting (46%) and internal communication hub (13%)

To learn more, download the full survey results, with the option to register for a live panel discussion on November 17th at 1 PM ET / 10 AM PT.

About Muck Rack Muck Rack’s Public Relations Management (PRM) platform enables PR teams to work together to find the right journalists for their stories, send customized pitches, build meaningful relationships with the media, monitor news and quantify their impact. Thousands of organizations, including Taco Bell, Pfizer, Golin, International Committee of the Red Cross, The Carter Center, Kauffman Foundation, and Penguin Random House, use Muck Rack to take their communications to the next level.

Muck Rack is also the solution of choice for journalists, who use Muck Rack’s free, automatically updated portfolios to showcase their work and to provide information about what stories they’re looking for.

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