Creating a successful marketing and branding campaign could never happen without PR help. Public relations aim to connect businesses to the outside world utilizing many different procedures to increase brand visibility and (online) presence. While other aspects of marketing and branding are equally important, today, we’ll be focusing on the most crucial PR statistics and the importance of public relations in marketing to help you boost the image of your business this year and beyond.
PR Statistics (Editor’s Choice)
- Almost 73% of PR managers are female.
- Over 70% of PR professionals say that politics make their jobs harder.
- The global PR market value is expected to reach over $90 billion in 2022.
- Over 40% of PR experts see the media as unbiased.
- ‘Digital PR’ has only 320 searches monthly.
- US public relations agencies spend over $10 billion annually.
- Less than 50% of PR professionals have a crisis communication plan.
General PR Stats and Facts
1. 88% of PR specialists say that digital storytelling is the future.
While there are many widely used public relations procedures to choose from, 88% of leading PR professionals believe that one of the new PR strategies, digital storytelling, is the way to go. They state that digitalization has found its way into just about any sector and that the PR industry is no different.
2. Over 20% of PR professionals report to their CEOs instead of CCOs.
PR is commonly mistaken for marketing rather than being marketing’s number one ally. Public relations statistics, however, show that 21% of PR experts report their work to CEOs rather than chief communication officers.
(2021 Strategic Communications Survey)
3. Just under 73% of PR managers are female.
The ladies seem to be taking over the public relations industry, as statistics show. Women account for 72.8% of overall PR management job positions. In terms of ethnicity, Hispanics or Latino women account for only 3.1% of that number, 3.1% go to Asian, and 10.7% to Black women.
4. Over 70% of PR professionals say that politics make their jobs harder.
PR stats show that 72% of public relations experts stated that politics heavily influence the PR industry and that partisan politics made their jobs a lot harder in 2020.
(Sword and the Script)
5. Less than 50% of large US companies engage in PR activities.
According to Statista’s public relations industry analysis, 46% of large US enterprises (with 500+ employees) recognize the importance of public relations and utilize it in their business strategies. Additionally, 19% of them have hired an external agency to do the job for them.
6. An average PR annual salary is $100,000.
Public relations job statistics show that in 2020, the average salary for PR roles in PR agencies was $90,000, while it was a bit higher for in-house PR and corporate communication roles, averaging $145,500 annually.
(Sword and the Script)
7. The global PR market value is expected to reach over $90 billion in 2022.
The public relations industry growth has been skyrocketing since 2016 when the market was valued at $14 billion. That number jumped to $63.8 billion in 2018. According to Statista, the global public relations industry is expected to reach $93.07 billion next year.
8. The PR industry revenue in the US exceeds $16 billion.
According to public relations revenue statistics, the PR industry is booming in the United States. As of late 2019, the industry revenue stood at $14.07 billion. Additionally, there are currently over 8,548 public relations firms in the States.
9. 95% of PR specialists say that they present the truth in their work.
Most people may think that one of the leading public relations trends is to lie to their audience or embellish the truth, but what do the PR specialists say about that? According to a recent study, 95% of experts say that they present accurate and truthful information either “often” or “sometimes.”
(Sword and the Script)
10. More than 40% of PR experts say that the media is unbiased.
One of the most commonly known PR facts is that they have to work with the media to achieve the best results possible. When asked whether they think that professional reporters are unbiased, 3% said they believed they’re always unbiased, while 41% of PR experts noted that reporters are often objective and unbiased. On the other hand, 37% said reporters are sometimes unbiased, while 17% said rarely, and 2% said never.
(Sword and the Script)
11. The most popular communication tool among PR professionals is email.
Sure, we all expected PR professionals to spend their working hours constantly communicating with others, especially journalists, but who would have expected that all of them spend most of their time using emails? Other commonly used tools among PRs include direct messaging, phone, and video conferencing software, as evidenced by the latest public relations statistics.
12. The highest percentage of PR professionals choose web analytics as their top marketing tool.
On the list of the most popular marketing software are marketing automation, web analytics, marketing cloud, email automation, and CRM software. Interestingly, about three-quarters of PRs never use marketing clouds, CRM, and marketing automation software.
13. “Digital PR” has only 320 searches monthly.
According to public relations industry trends, the term “digital PR” has an average of only 320 searches a month. It hasn’t reached the popularity it deserves yet, but being recognized by Google’s John Mueller for its importance equal to technical SEO is a good start.
(Reboot Online, Twitter)
14. One in 10 marketers said that they were focusing on digital PR in 2019.
The importance of public relations in marketing can’t be stressed enough, but it seems that marketers didn’t give it much thought in 2019. In fact, digital PR statistics show that less than 1 out of 10 marketers focused on digital PR in 2019.
15. Over 80% of PR experts say that technology will change the industry.
As with most industries, the public relations industry is heavily influenced by technological advancements. 59% of public relations professionals say that they feel technology will significantly change the industry, and an additional 23% say the change will be of a great extent.
16. A single press release can cost anywhere from $400 to $2,000.
One of the well-known public relations facts is that you have to be ready to pay the price whether you want an eloquent public relations strategy or an articulate single press release. For example, Business Wire, one of the leading press release distribution companies, charges $830 for 400 words and an additional $230 for each additional 100 words.
(Sword and the Script)
17. US public relations agencies spend over $10 billion annually.
US public relations agencies seem to be big spenders, according to Statista. In 2019, they spent $11.27 billion, which is a substantial amount to begin with. That was also an increase compared to 2018, when PR agencies spent an estimated $10.64 billion.
18. Less than 50% of PR professional communicators have a documented crisis communication plan.
Public relations facts show that, while 59% of PR communicators say that they have a strategy draft, only 45% admit to having a documented crisis plan.
19. A little under 60% of PR experts find that getting a response from journalists is a big challenge.
PR experts will often work with journalists as a part of their public relations strategy, but it seems that that is not the easiest task they are faced with. In fact, 59% of public relations professionals say that receiving responses from journalists is the biggest challenge in their line of work.
20. 90% of professionals think that PR and marketing are integrating.
We’ve already established that PR is not to be confused with marketing, as they can work together but don’t necessarily have to. According to public relations stats, 90% of marketers and PR experts think the two are integrating and will eventually become intertwined.
21. Over 50% of executive teams have daily or weekly PR briefs.
One of the new public relations trends is giving executive teams a heads up when it comes to public relations and communication strategies. That’s why 36% of those teams have weekly PR briefs, 15% have daily briefings, while a quarter is briefed on a case-by-case basis
22. The number of PR agencies grew by 30% in the last five years.
PR statistics show that the popularity of public relations shot up in the past five years. However, despite the fact that PR agencies grew by an average of 30% annually, these rates have recently slowed down. On the other hand, corporate communications platforms grew by 12%, so the PR agencies still take the lead.
23. Over 50,000 people in the US work in PR agencies.
While you may think that people would be fighting over getting into a lucrative career such as PR, the public relations industry analysis tells a different story. Only 0.1% of US residents work in PR agencies — 55,873, to be precise.
24. Twitter was voted the best platform for following journalists by over 90% of PR pros.
One of the most common forms of PR is finding good journalists and following them on social media. That’s why 54% of PR professionals follow journalists on their social media sites before pitching to them. 91% of them say that Twitter is the best platform to do this. Meanwhile, when it comes to social media platforms for developing communication and social media strategies, PR statistics show LinkedIn is the top choice among PR pros. Twitter comes in second, with 77% of PRs voting for this platform. Instagram, Facebook, and TikTok close the top five.
25. 95% of professionals say that they’re not worried about budget cuts.
Now, we established the importance of public relations in marketing and the value of PR on its own. The latest statistics show that PR pros are confident about next year’s budget. 45% of them think the budgets will increase, and 50% think it will remain the same.
How old is the public relations industry?
While there were a lot of instances of communication management and public influence in the past, most people say that the establishment of the Publicity Bureau agency in Boston in 1900 can be directly linked to the start of modern PR.
How much do companies spend on public relations?
While it’s difficult to cite a specific amount, one thing is certain — companies spend a lot on PR. Public relations industry statistics show that most billion-dollar companies will cough up anywhere from $250,000 to $25 million on different forms of PR annually.
How much do PR firms charge per hour?
The average hourly rate PR companies charge can range from $125 to $500.
Are public relations and marketing the same thing?
While most people tend to put the two in the same basket, the main difference is that marketing’s primary goal is to promote a specific product or service, while a public relations strategy always aims to maintain a positive reputation of a person, brand, or a service.
How can public relations help a company?
PR value statistics show that PR is 90% more successful in influencing consumers than advertising. A well-thought-out PR campaign significantly helps boost brand awareness, increases websites’ ranking on search engines, and generally improves brands/services’ public image.
After going through some of the essential PR statistics and trends in public relations, it’s safe to say that PR plays a vital role in building businesses’ success. The public relations industry, however, is much more than just a powerful marketing tool — it can make or break anyone’s public image, be it a brand, a political party, or an individual. It is one of the backbones of marketing strategies worldwide for a good reason, and we expect that PR will continue to grow as an industry in the years to come.
Sources: USC Annenberg, 2021 Strategic Communications Survey, Muck Rack, Sword and the Script, Statista, Statista, Statista, Muck Rack, Reboot Online, Twitter, USC Annenberg, Sword and the Script, Statista, Mediakix, Institute of Public Relations, Axia Public Relations, Segal Communications, The Muse, Forbes.