Survey Finds Reliable Media Data that Drives Communications Strategy Remains Elusive
To gain a better understanding of the day-to-day role of measurement and media analysis, PR News and PublicRelay surveyed selected communicators at the director level and, separately, at the VP level and above. Key findings highlight:
- Accuracy and Insightfulness are Essential. 61 percent of respondents desire to make media intelligence more insightful. The most important changes VP-level and director-level communicators desire from their media relations intelligence process is better accuracy and insight, above speed, lower cost and comprehensiveness.
- Inefficient Use of Time. Nearly 40 percent of director-level communicators find it difficult to understand the media data they receive and spend a large amount of time cleaning up the data to seek out legitimate insights.
- Desire to Focus on Other Activities. 69 percent of communicators said they’d rather spend time building strategic messaging plans and 65 percent said they’d prefer to spend efforts pitching or focusing on influencer outreach rather than media analysis.