Study: Proving value is the No. 1 concern for PR pros

Challenges the PR industry faces include time-wasting on data management, measuring success and getting bigger department and project budgets. However, many are hopeful for the future.

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PR pros need to get more sophisticated with their data management.

According to a recent study from Muck Rack, many PR pros are wasting over two hours a week on manual data entry.

Many pros also don’t use customer relations management (CRM) software or other tools to help streamline their data use.

PR pros are more interested in products such as Slack, Trello, Basecamp and Adobe photoshop.

Only a third of PR pros report using social media and analytics platforms/email marketing software daily. However, 98% are using their email accounts daily for outreach and other tasks.

What’s holding up the adoption of new tools that could help PR pros run more sophisticated campaigns?

Though budget is certainly a pain point, it might be a question of priorities.

PR pros have ranked their top concerns for the coming year, and shrinking budgets tie for third with the quest to find relevant journalists. The top concerns? It’s all about measurement.

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