The Average PR Pro Tracked 5 Metrics in 2021 and Will Track More in 2022, Muck Rack Survey Finds

Muck Rack’s State of PR Measurement surveyed 500+ PR professionals about how they measured success in 2021 and their plans for 2022

PR pros plan to expand on the metrics they use to measure success in 2022. According to a survey of more than 500 communications professionals published today by Muck Rack, the leading Public Relations Management (PRM) platform, the average PR pro tracked at least five metrics in 2021, including coverage, audience reach, website traffic, social media shares/mentions and social media engagement.

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“From podcasts to newsletters to digital journalism, PR pros have more avenues available to them to get their stories told”

In 2022, the average PR pro plans to track at least six metrics. New metrics that many PR pros say they will measure for the first time in 2022 include social media shares and engagement, pitches opened or clicked, journalist reach and consumer sentiment.

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The report covers how PR pros measured success in 2021, along with their plans and predictions for 2022. One thing that won’t change for 2022 is the importance of media placements, with 94% continuing to prioritize them in the new year.

As for sharing PR results, the majority of PR pros share reports with their executive team (47%), followed by their marketing team (39%), their entire company (31%), social media team (25%) and corporate comms team (20%).

In an optional open-ended survey question on 2022 predictions, several PR pros said they believe the industry will continue to evolve, with a greater focus on emerging channels including podcasts.

“From podcasts to newsletters to digital journalism, PR pros have more avenues available to them to get their stories told,” says Muck Rack CEO Greg Galant. “Our latest survey shows that quality data will be a key driver in helping PR pros target the right channels, measure success and prove the value of their efforts to clients and other stakeholders. It also underscores how important it is to have a central hub of information that team members can view, share and update in real time.”

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