Survey: The State of Data-Driven Communications in 2018

Report Finds Communicators Put a Premium on Insightful, Comprehensive Data Over Cost and Speed.

To gain a better understanding of the  role of measurement and media analysis in Communications, PR News and PublicRelay surveyed over 400 corporate and agency communicators. Below are key findings:
  • The State of Data-Driven Communications 2018 Insight and Comprehensiveness are crucial. 62% of respondents desire more insightful media intelligence. The most important changes for corporate and agency communicators alike are to make media intelligence more insightful, comprehensive, and accurate, rather than  making it cheaper and faster. Yet only 24% feel consistently prepared with accurate data to make decisions.
  •  There's a Pressure to Prove Impact. Due to pressure from their CEO or executives, 83% of communicators must defend or are preparing to defend their decisions using data.
  •  Communicators Struggle to Make Sense of the Data.  Only 21% of communicators say it is very easy to understand the media analysis they receive. 35% of communicators said the biggest pain point around media measurement is collecting data via automated tools and not having enough training to garner insight.
Access the full report and discover the growing role that data is playing in communication strategy and how your peers are using it today.
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