A newly-released Muck Rack survey delivered insights to the PR industry to help improve the workflow of public relations professionals. Muck Rack distributed the survey primarily through email. Muck Rack cleaned the data in a variety of ways. First, they only counted complete responses. They also removed low-effort responses where the respondent completed the survey in less than five minutes. Finally, they removed duplicate entries, responses that were generated by spam accounts and checked the data for major outliers. The survey found:
• 70% of PR pros expect earned media to become more difficult to secure over the next five years.
• LinkedIn is now the top social network for communication strategies after increasing more than 10% compared to last year, displacing Twitter.
• More than half of PR pros say there is little to no diversity on their leadership teams.
• AI is one of the top-five skills PR pros say their companies companies will need to focus on to be successful in the future.
• 44% of PR pros say they’re spending more time on internal communications.
The survey also found that compared to last year, Twitter is cited 10% less often as an effective way to pitch journalists. Phone calls similarly dropped 9% since last year.