The State of PR 2021

How PR teams build relationships, measure success, and leverage technology in 2021

We surveyed more than 1,600 PR professionals to understand how they are connecting with journalists, allocating budgets, measuring success, and using technology and tools in 2021. 

Here’s a sneak peek at some of the insights from the report:

  • 73% of PR pros said they don’t think the term “public relations” as it’s defined today will describe the work they’re doing in five years.
  • Most PR budgets are either increasing (45%) or staying the same (50%). Only 5% of PR pros’ budgets are decreasing. 
  • Strategic planning is the most cited (88%) essential PR skill for the future, followed by media relations (78%), social media (72%) and Diversity, Equity and Inclusion (67%). 
  • 81% of PR pros use direct messaging tools like Slack and Microsoft Teams to communicate daily, up from 67% in 2020.

 Download a copy of the report here to see the full findings.