On average, 34% of overall media budgets go to earned
media, a 1.3x increase over last year
CHICAGO, Nov. 19, 2019 /CNW/ -- Cision (NYSE: CISN) and
PRWeek today announced the release of their third annual 2019
Global Comms Report: The Path to Progress. The report
surveyed more than 500 senior-level PR and marketing professionals
in seven countries to uncover recent trends in communications.
Among other findings, the 2019 Global Comms Report reveals that
increased investments in data and shifts in social media strategy
are helping comms teams clearly demonstrate their impact on a
company's bottom line.
The Path to Progress presents comparative
year-on-year data that spotlights key trends shaping the comms
discipline – including the finding that earned media is on the
rise. 34% of global respondents' overall media budget goes to
earned media, up from 26% last year. Looking at U.S. respondents
only, earned media's prevalence is even more apparent. Notably more
budget goes to earned media (39%) than paid media (31%), which has
seen its share growth plateau since 2018 and now sits near owned
media, which has 30% of the spend in the U.S.
Key takeaways from the report also include:
- 67% of communicators believe the press release remains a major
media communications tool
- Instagram has grown in significance, with 22% selecting it as
their most important social channel, up from 9% last year, passing
Twitter and closing in on Facebook in importance
- 61% focus their engagement efforts on mainstream journalists,
an increase over last year
- 67% feel confident they know how many people are actually
reading their content, an increase in confidence in actual reach
metrics over last year
"At Cision, we recognize the tremendous value of original
research in better understanding the challenges and opportunities
ahead for our industry," said Jenn Deering
Davis, VP of Global Comms, Content and Brand at Cision. "The
themes emerging in this year's survey highlight a lot of what our
clients and even our own comms team face every day. Among many
takeaways, it's particularly interesting to see what this report
tells us about the evolving perspectives on influencers and social
media, as these tactics become even more mainstream and
mature."
Among survey results, the 2019 Global Comms Report offers
insights into:
- Noteworthy shifts in both the most impactful influencers and
content platforms
- Evidence that traditional media still carries sway
- How PR pros are gaining more impact in the C-suite and across
the business
- How effectively PR is deciphering the data it collects
- Comms' current financial commitment to data and analytics
- The biggest challenges PR pros face and how they overcome them
with data and technology
"What excites me most about PRWeek's collaboration with Cision
on the third-annual Global Comms Report is how it brings into clear
focus the progress the industry has made – both tactically and
reputation-wise," said Gideon Fidelzeid, managing editor of PRWeek.
"The global data collected by the study does more than just tell a
great story in and of itself. It's instructive and serves as
counsel to any PR pro seeking a tactical or strategic edge."
To read the full 2019 Global Comms Report, click
here.
For more, join Cision's Jenn Deering
Davis and PRWeek's Gideon Fidelzeid on Wednesday, December 11th for a webcast
that will transform the report's data into real-world counsel that
can be implemented to bolster your earned media management efforts.
To register, click here.
Survey Methodology:
PRWeek partnered with Cision on
this survey, which was sent via email to both communications and
marketing professionals in seven countries around the world: The
U.S., Canada, U.K., France, Germany, Sweden, and China (including Hong Kong). A total of 527 senior-level
professionals, from both agencies and in-house, completed the
online survey, conducted by Bovitz, between
July 11 and August 12, 2019. Results are not weighted and
are statistically tested at confidence levels of 90% and 95%.
About Cision
Cision Ltd (NYSE: CISN) is a leading
global provider of earned media software and services to public
relations and marketing communications professionals. Cision's
software allows users to identify key influencers, craft and
distribute strategic content, and measure meaningful impact. Cision
has over 4,800 employees with offices in 22 countries throughout
the Americas, EMEA, and APAC. For more information about its
award-winning products and services, including the Cision
Communications Cloud®, visit www.cision.com and follow Cision on
Twitter @Cision.
About PRWeek
PRWeek epitomizes the modern business
publishing brand, spanning online, print, events, and social
media, incorporating a paid-for content strategy and gated website.
Launched in November 1998,
it is the essential title for PR pros.
PRWeek reflects an industry playing a more pivotal role than
ever, not only in the marketing strategies of companies, brands,
and organizations, but also within boardrooms and in the C-suite.
In the transparent world epitomized by social media, corporate
reputation is crucial. Executives need timely, authoritative,
insightful content to navigate this landscape — that's where PRWeek
comes in.
Breaking news, analysis, and opinion fuels PRWeek's content. And
the brand extends into the iconic PRWeek Awards, annual
conferences, roundtables, webcasts, and virtual forums. For more,
visit prweek.com.
Media Contacts:
Cision:
Rebecca Dersh
PR Manager
cisionpr@cision.com
PRWeek:
Gideon Fidelzeid
Managing Editor
gideon.fidelzeid@prweek.com
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