80 Public Relations Statistics: Media, Technology, and Impact

Public relations (PR) is a crucial link between organizations and the public, effectively shaping perceptions and fostering beneficial relationships. Highlighting PR's power, over 92% of consumers trust earned media more than any other advertising form, emphasizing the significance of strategic communication and reputation management for organizational success.¹

Today, PR's scope has broadened to include crisis management, social media, and event planning, aiming to boost visibility, build trust, and maintain a positive public image. Engaging with people is central to PR, catering to their needs and concerns with sincerity.

PR's evolution emphasizes authenticity and transparency, requiring organizations to communicate honestly. Despite the challenges of the digital age, the fundamentals of PR—clear communication, ethical practices, and a commitment to the public good—remain vital. PR professionals' strategic and thoughtful efforts are essential in crafting the narratives that shape our society.

Industry Public Relations Statistics

Industry public relations is critical in shaping a company's identity within its specific sector. It's about crafting and maintaining a positive image that resonates not just with the public but also within the workplace itself. 

Effective industry PR ensures that a company stands out for its achievements, values, and innovations, ensuring a sense of pride and loyalty among employees. This strategic communication is essential for attracting top talent, encouraging teamwork, and building a robust and cohesive brand identity.

• The global PR market grew 6.6% from 2022 to 2023 and is anticipated to exceed $133 billion by 2027.²
• In the next five years, critical skills for PR professionals include AI, media relations, strategic planning, data analytics, and multimedia.³
• 70% of PR specialists face challenges in creating compelling content.³
• 44% intend to allocate more efforts towards internal communications.⁴
• The U.S. is home to 57,416 PR firms as of February 2023, marking a 4.6% annual growth since 2018.⁵
• California leads with 10,992 PR firms, followed by New York (7,156) and Florida (4,106).⁵
• The largest portion of PR companies' expenses are wages (43.3%), with purchases (4.3%) and rent and utilities (4.5%) trailing.⁵
• Salient Global, a U.S. data consultancy, leads the fastest-growing global PR agencies with $4.9 million in growth.⁵
• The number of PR jobs is expected to increase by 9% from 2016 to 2026.⁶
• 54% of European companies experienced cyberattacks or data theft, affecting 40% of brands' reputations.⁷
• 54% of large U.S. companies now use security monitoring and analytics for cyber crisis management.⁷
• By December 2023, 64% of PR professionals worldwide utilized generative AI tools, up from 33% in April.⁸

The Top Trends Influencing Public Relations

It bridges the gap between companies and consumers, enhancing brand reputation and driving growth. Through effective communication, PR benefits everyone by promoting transparency, understanding, and mutual respect.

• PR professionals believe that AI will have the most impact on research and list building (68%), writing (64%), and monitoring and measuring (47%).⁹
• In January 2024, 70% of PR firms anticipated business growth, while 30% expected stability.¹⁰
• 19% of PR firms saw growth opportunities in the technology industry in 2024, closely followed by government affairs (17%) and energy and utilities (16%).¹¹
• In early 2024, the biggest challenges for the PR industry were the implementation of new disciplines and technologies (23%), attracting and retaining talent (23%), and wavering client investment confidence (23%).¹²
• 25% of PR firms saw environmental, social, and governance (ESG) as the biggest opportunity in 2024, followed by corporate reputation (23%).¹³

Industry PR plays a key role in shaping a company's image and cultivating a positive workplace culture. Through careful communication strategies, PR helps a company stand out and fosters a sense of unity among employees. The upcoming section will explore how effectively engaging with media can amplify a company's message, ensuring it connects effectively with its target audience.

Public Relations Pitching and Media Statistics

In our media-driven world, communicating your message effectively through public relations is essential for businesses looking to make an impact. PR pitching links your company's story and the broader audience, ensuring your message gets across and connects with the right people. 

A successful pitch can boost your brand's visibility, establish trust, and cultivate meaningful relationships with journalists and stakeholders. Mastering this skill is vital for shaping your company's image and can significantly affect its success.

• Most journalists receive around 5-10 pitches per day.¹⁴
• 67% of journalists prefer pitches under 200 words.¹⁴
• 90% of PR professionals favor 1:1 email pitches.⁵
• Only 4% of journalists prefer to receive pitches over the phone.¹⁵
• 81% of PR professionals recommend sending pitches before noon.⁵
• 27% of journalists identify maintaining credibility amid fake news as their top challenge.⁵
• 13% of PR specialists see battling misinformation as a challenge. Meanwhile, 38% of PR specialists are struggling to keep up amid downsizing and lower resources.⁵
• For 58% of journalists, validating information for accuracy is a priority. About 14% of journalists consider audience perception when determining trustworthiness, and 11% of journalists focus on critical community issues.⁵
• 68% of journalists depend on PR professionals for research, trends, and data.⁵
• 61% of journalists receive 100 or more pitches per week, with many being irrelevant.⁵
• 18% of journalists valued their relationships with PR professionals in 2024 more than in 2023. However, 16% of journalists reported worsened relationships with PR professionals.⁵
• 40% of journalists increasingly use data to shape editorial strategies.⁵
• 34% of journalists include web polls and surveys in content, and 37% of journalists require data on trends and issues in pitches before considering product coverage.⁵
• When it comes to visualization:
  • 23% of journalists prefer receiving infographics.
  • 21% of journalists desire images and logos in pitches.
  • 12% of journalists are interested in video clips.⁵
• 68% of journalists want press releases, news announcements, and stories from PR professionals.¹⁶
• Thursday is the best day to send press releases, with an average open rate of more than 26%. The worst weekdays to send press releases are Wednesday and Friday.¹⁷
• The ideal time to send press releases is between 10 am and 2 pm.¹⁸

The Most Trusted Media Sources

This approach elevates a company's profile and significantly benefits consumers by keeping them informed and engaged with brands they love, fostering a dynamic and interactive marketplace.

• 73% of reporters use press releases when researching organizations.⁷
• Press releases rank third in trust for journalists at 20%.⁷
• Press releases with multimedia content get six times more engagement than text alone.⁷
• 56% of publishers reject overly promotional pitches. 48% of publishers reject boring pitches.¹⁹
• With a response rate of 8.3%, concise pitches are the most likely to receive a response from journalists.⁷
• In PR pitching, cold emails have a 44% average open rate.⁷
• PR professionals mostly use artificial intelligence (AI) for:
  • Crafting pitches (57%)
  • Writing press releases (48%)
  • Creating social media copy (48%)
  • Researching (44%)²⁰
• 3% of PR experts view reporters as always unbiased, 41% often, 37% sometimes, 17% rarely, and 2% never.²¹
• The cost of a single press release ranges from $400 to $2,000.²²
• 48% of PR professionals search for journalists on social media before pitching.⁵
• 96% of journalists use social media for their work.⁵

Nailing your public relations pitches is fundamental in today’s media-driven world, serving as a critical tool for businesses to amplify their voice and connect with their audience. It’s a skill that shapes perceptions, drives brand awareness, and opens doors to new opportunities. 

As we pivot to public relations technology, remember: understanding the art of the pitch is your springboard to maximizing the latest PR tools and strategies. This knowledge is invaluable as we explore how technology reshapes the communication landscape.

Public Relations Technology Statistics

This shift towards a more technologically integrated PR practice highlights the crucial role of PR technology in modern workplaces. It's not just about managing a brand's image anymore; it's about leveraging data and technology to connect with audiences more effectively, respond to crises more swiftly, and track the impact of communications strategies in real time. For example, 74% of PR pros already believe that AI has improved the quality of their work.²³

One-third of small business marketers have seen positive results from using artificial intelligence in their public relations efforts.²³

• Only 10% of PR professionals use customer relationship management (CRM) systems, while 60% prefer spreadsheets.²⁴
• Almost half of PR professionals  use email automation software at least monthly.²⁵
• Roughly 61% of PR professionals plan to use generative AI or are already using it.⁴
• Over half (51%) of PR professionals view social listening as critical for evaluating reputation.²⁶
• 64% of PR experts employ dedicated software for managing their media contacts.⁵

• This year, 53% of PR professionals aim to increase their use of LinkedIn, with 40% planning to devote more time to TikTok.⁵
• LinkedIn has emerged as the leading social network for communication strategies, with 88% of brands and 83% of PR agencies adopting it for their strategies.⁵
• 87% of PR pros believe there is a great need for digital transformation in PR reporting.²⁷
• Most agency PR professionals use media databases (57%) and media monitoring tools (51%) daily.²⁸
• The public relations tools market was worth $16.32 billion in 2024 and is expected to surpass $29 billion by 2030.²⁹

PR tech improves communication, monitors media activity, and assesses audience response, boosting productivity and elevating brand visibility. Recognizing its importance in shaping effective PR strategies, we now explore its concrete impact on budget management, overall effectiveness, and the measurement of essential metrics.

Public Relations Budget, Impact, and Metrics Statistics

The impact of well-executed PR campaigns can significantly elevate a company's visibility and reputation, making a difference in a crowded market. By closely monitoring metrics, businesses can pinpoint the effectiveness of their communication efforts, ensuring that every dollar spent is an investment toward their growth. Focusing on PR budget, impact, and metrics is crucial for any workplace aiming to thrive, as it directly influences public perception and success.

• Approximately 45% of PR agencies anticipate their clients’ budgets will remain unchanged in 2024, while 39% expect an increase.⁵
• Brands are slightly less optimistic, with 33% expecting their PR and communications budgets to increase and 23% expecting them to shrink.⁵
• Around 42% of PR professionals foresee the most significant revenue growth in earned media, with only 10% expecting growth from paid media.³
• Nearly half (47%) of PR professionals dedicate at least a quarter of their time to media measurement and reporting activities.⁴
• On average, PR professionals monitor eight different metrics, including reach/impressions, story placement, and share of voice.³
• Most PR professionals, 70%, report measurement and reporting outcomes to their leadership at least monthly.³
• The average salary for PR professionals in the U.S. is $85,000. PR pros earn more on average at brands ($100,000) than they do at agencies ($80,000).⁵
• About 38% of PR professionals indicate that their company's CEO determines the allocation of PR and communications budgets. In comparison, in 18% of companies, this responsibility falls to the vice president (VP) or director of PR and communications.⁵
• Approximately 55% of journalists see viewership or readership as their key success metric, with 60% considering engagement as a significant indicator of success.⁵
• The primary investment areas for PR globally as of January 2024 were:
  • Staff training, retention, and engagement (19%)
  • Measurement and analytics (17%)
  • Management tools (12%)
  • Owner communication and marketing (6%)³⁰

Revenue Types Generated by PR Agencies

• Revenue sources for U.S. PR agencies include:
  • Complete public relations services ($10.2 billion)
  • Lobbying ($2.3 billion)
  • Media relations ($982 million)
  • Media monitoring and analysis ($176 million)
  • Other operating revenues ($1.99 billion)⁷
• PR rates fluctuate widely, from $125 to $500 per hour, with an average rate between $150 and $250 per hour.³¹
• The global PR market is projected to reach $144 billion by 2028.³²
• U.S. public relations agencies' annual spending exceeds $15 billion.³³

A well-planned PR budget, a keen understanding of its impact, and meticulous measurement through metrics form the backbone of successful corporate communication. It's not just about spending money; it's about investing in the company's future through strategic visibility and engagement. 

This approach ensures that businesses are heard and resonate with their target audience in meaningful ways. Hence, prioritizing PR budgeting and analysis is indispensable for any workplace looking to secure its place in a competitive environment.

Frequently Asked Questions

Final Thoughts

Public relations has shifted gears in the digital age. Companies with robust PR strategies can see their market value increase thanks to a better public image. This drives home PR's tangible, measurable impact in today's business landscape, where a company's reputation can significantly influence its bottom line.

PR connects a company and its audience, from consumers to shareholders. Mastering PR is crucial in a world where brand discussions are non-stop online. Those who get it right can steer through the maze of public opinion, turning potential setbacks into moments of engagement and growth. Effective PR doesn't just spread a message – it makes sure it resonates.

An HR strategy that prioritizes fair employee conditions can also make a positive impact on a company’s image, while employee discontent can lead to negative PR. flair helps companies to establish a positive company culture and promote their values via branded career pages. This can help maintain positive PR, while improving the effectiveness of a company’s recruitment efforts.

HR software like flair can help companies to improve the employee experience, making them stand out as an attractive employer. If you want to find out more about flair’s capabilities and how they can benefit your organization, arrange a call with one of our specialists.

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Sources

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7. InBound Blogging
8. Statista
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17. Prowly
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19. AllBusiness.com
20. Sword and the Script Media
21. Sword and the Script Media
22. Amra and Elma (2023 Report)
23. Muck Rack (The State of AI in PR)
24. Muck Rack
25. Sprout Social
26. LinkedIn
27. Aclipp
28. Prowly
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32. The Business Research Company
33. Statista

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