Ned’s Job of the Week (JOTW) and Sword and the Script Media, LLC conducted an online survey of JOTW subscribers in February 2018. Most respondents were senior in-house or corporate communications professionals with extensive experience in the field. Below are some of the survey highlights and detailed demographics can be found at the end.
Less budget to do more. Most respondents – 63% – cited budget as their top challenge, even as businesses and employers expected PR pros to do more and added to a growing list of duties. A majority (51%) said they expect their budget to remain the same over the next year.
Hiring and firing agencies. When corporate communications hires an outside agency, most (54%) said they do it because they need an extra pair of hands. Another 50% noted that expertise or a specialization was a compelling reason to seek outside help. When communications agencies are fired, the top reasons can be traced to a trio of cost (79%), service (50%) and results (40%).
Hot PR trends and tactics. Respondents identified storytelling (79%), content marketing (71%) and thought leadership (67%) as the trends or tactics that would be more important in the next 12 months. While no trend or tactic earned 50% or more of the votes for “less important” or “much less important,” there are three that earned the most: press releases (34%), white papers (35%) and award programs (39%).
Some communications tasks are getting harder. 51% said media relations is getting harder; 50% say organic social media is getting harder; views vary on whether or not PR measurement is getting harder – 38% say harder, while 20% say easier and 37% say about the same. Sentiment analysis suggests while digital channels are easier to track there are more things to track, which requires time and consensus.
Employed but open to new opportunities. Most respondents are employed full time but many are open to a conversation about a new position. More than half or 55% said they’d be open to new opportunities.