Data analytics and storytelling to become the most important PR or communication function

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 04, 2020, 1:51 AM UTC

Sword and the Script and JOTW surveyed 300 PR and communication professionals.

The report states that data analytics and storytelling are likely to gain importance among PR and communications pros in the next 12 months. Some of the other tactics expected to become important are content marketing, business social responsibility, and thought leadership.

50% of those polled believe measuring impact, providing value, demonstrating ROI are their top challenges. However, 45% of respondents believe that executive teams don’t understand comms. Another 40% participants report cutting through the noise and budget as challenges.

PR and communication pros further reported the function of media relations to be getting “much harder” (15%) and “harder” (55%). Embargoes and exclusives are considered important media relation tools by 52% and 64% of respondents respectively. 61% said press releases are still important.

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