Most PR agencies think measurement is their biggest challenge during the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 18, 2020, 1:02 PM UTC

Muck Rack’s Annual State of PR survey looks at challenges faced by PR professionals during COVID-19 crisis

The survey found that COVID-19 pandemic has posed new challenges for PR professionals. 71% of the surveyed respondents said the difficulty in measuring business impact is the top challenge they face during the crisis. 64% of communicators also named lack of quantifiable measurement as their biggest challenge.

Despite measurement getting difficult, only a few PR agencies allocate budgets for monitoring and reporting tools. While 8% of PR professionals spent their budgets on PR reporting software, only 10% of communicators allocated budgets for monitoring software.

The pandemic has also had an impact on budgeting, with 44% of respondents reporting a significant or very significant effect. A majority of PR professionals (68%) identified tightening budgets as the main challenge they face.

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