PR Pros embrace AI tools, and over two-thirds are on board. AVE still lingers in PR reports, but advanced tech takes the lead. A survey of 303 comms professionals shows that advanced data analytics, AI, and automation are making their way into the PR world. While they are welcomed with optimism, budget constraints remain a concern.
The people that are confident and comfortable with AI have found ways to utilize it to assist them in their workflow. Those that find themselves in the lower satisfaction group have not quite found how this new tool can help them in their processes. They may not have an established consistent process or they may fear technology.
Tonya McKenzie, Founder of Sand&Shores
I find it astounding that over 30% of respondents are not measuring the success of their overall strategies.Gone are the days of cutting up clippings and sending them to your client as a measurement of success. We now have the ability to track real metrics that affect the bottom line. Revenue, clicks, share of voice & share of search to name just a few.
James Hayward-Browne, Co-founder of creative PR agency Bottled Imagination
I’d like to challenge that thinking.The next time you pull a media list, email news out to reporters, monitor news and social media or create a dashboard of results, track how much time it takes you. Then multiply that by your hourly rate. I’m willing to bet it costs you far more in time than any PR tool costs annually.
Gini Dietrich, Founder of Arment Dietrich
“The State of PR Technology” survey was conducted in May 2023, with 303 PR professionals from different types of teams (non-profits, PR agencies, and in-house teams) and company sizes (from 1 to over 500 employees), located mainly in North America and Europe.