Is PR finally adopting data and analytics?
The 2018 Global Comms Report by PRWeek and Cision certainly suggests so.
The report reveals a twist that underscores a rising commitment to getting data right and understanding of how crucial analytics are when it comes to proving comms' business-wide impact.
But don't get too excited now.
As the study concludes, most respondents still have far to go to fully take advantage of all technology and data benefits. This challenge is particularly evident when it comes to proving comms’ bottom-line impact. That said, the results do reflect an increasing ability to use data to link comms efforts to certain consumer activities.
Let's take a closer look at the results.