The State of PR 2022

How PR teams connect with journalists, allocate budget,

measure success and more

A STUDY BY
In this report, we seek to answer:

What are the top What tech and tools How do PR pros 4 Which social
1 2 3
challenges and do PR teams use to do connect with platforms do PR
priorities for PR their jobs? journalists? pros value most?
pros?

5 How do PR teams allocate How do PR teams 7 What is the future

budgets and what do PR
6 measure success? of PR?
salaries look like? 2
Research partners

3
 About this survey
WE SURVEYED 1,887 PR PROS FROM APRIL 12TH to MAY 3RD, 2022.

Company type: Location: Industry:

● 55% agencies ● 82% US ● Technology: 16%

● 31% brands ● 6% UK ● Entertainment, media &
● 12% nonprofits ● 5% Canada publishing: 15%
● 3% government ● 4% Europe (outside of UK) ● Consumer products: 9%
● 3% Asia ● Healthcare/biotechnology: 6%
PR team size: ● 2% Africa ● Nonprofit: 6%
● 1% India ● Education: 6%
● Solo: 12% ● 1% South America ● Consumer services: 6%
● 2-10: 41% ● Financial services: 6%
● 11-100: 31% Primary audience: ● Ecommerce & retail: 5%
● 101-1,000: 11% ● Food & beverage: 4%
● 1,000+ 5% ● 31% B2B ● Travel & tourism: 3%
● 30% B2C ● Government: 3%
● 35% B2B and B2C ● Automotive: 2%
4
See extended audience breakdown in the appendix.
A look at whatʼs inside
● More than half of PR pros say their top challenge is getting responses
from journalists, with agencies (59%) more challenged than brands
(43%)
● More than half of PR pros (53%) work 40+ hours/week and work after
business hours at least once a week
● 41% of PR pros earn between $70K-$150K. 52% of PR pros at agencies
make less than $100K annually vs. 39% of PR pros at brands
● Most PR pros pitch 4 or more media types—the most popular are
online/digital publications, newspapers, magazines and TV
● Last year, PR pros said LinkedIn was the most valuable social platform.
This year, Twitter takes the lead: 77% PR pros say Twitter is the most
important platform for their comms strategy, followed by LinkedIn (73%)
and Facebook (69%)

5
1 How PR pros
work: challenges
and priorities

6
 Biggest PR challenges: Getting journalist responses and budget, measuring impact

Which of the following challenges does your PR/communications team face? (select all that apply)

52% 45% 38% 37% 34% 29% 23% 22% 20% 14% 12%

Getting Budget Measuring Discovering Collaborating Lack of Identifying Recruiting/ Collaborating Training Finding an
responses limitations business relevant with other quantifiable the right retaining with my team our team executive
from impact journalists departments measurement tech talent sponsor
journalists
Which of the following challenges does your PR/communications team
face?

Agencies are more challenged with getting responses from journalists:

59% vs. 43% of brands.

Agencies are also more challenged by measuring business impact (40%

vs. 35% of brands) and keeping up with new media (37% vs. 29% of
brands).

Brands are more challenged with collaborating with other departments

(44%) than agencies (23%).

8
 The average PR pro focuses on 4.5 areas at once

What is your focus as a PR professional? (Select all that apply)

80%
70%

60%
47% 47% 45%
39% 39%
40% 38%
30% 29% 25%
21% 21%
20%

0%
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What is your focus as a PR professional?

More PR pros at agencies focus on thought leadership (53%) vs. brands

(39%).

More PR pros at brands focus on crisis management (42%) vs. agencies

(36%). Those at brands are also more likely to focus on corporate comms
(56%) vs. agencies (44%).

10
 83% say DEI is somewhat important or very important at their
company
How important is Diversity, Equity and Inclusion (DEI) at your company?

54%

50%

40%

29%
30%

20%

12%
10%
3% 1%
0%
Very important Somewhat important Neutral Low importance Not at all important
More than half of all PR pros work 40+ hours per week
How many hours do you work on average per week?

50% 48% Brands

44%
41%
40% Agencies
40%

30%

20%

10%
10% 8%
4% 4%

0%

Less than 25 26-40 41-50 51+

How many hours do you work on average per week?

Overall, 55% of PR pros work 41+ hours per week. 46% work 41-50 hours
and 9% work 51+ hours. 40% work 26-40 hours per week.

PR pros at agencies say they work more hours than PR pros at brands:
56% at agencies work 40+ hours per week vs. 51% at brands.

13
 53% work after business hours or on weekends once a week or
more
Brands
How often do you work after business hours or on weekends?

Agencies
40%

33% 33%
31%
30% 28%

21%
20%
20%

12% 12%
10%
6%
3%

0%

Daily/Weekly Once or twice a week A few times a month A few times a year Never
How often do you work after business hours or on weekends?

Overall, 32% of PR pros work after hours once or twice a week and 21%
do so daily. Only 12% do so a few times a year and 9% never work after
hours or on weekends.

54% of PR pros at agencies work after hours or on weekends weekly or

more vs. 51% of PR pros at brands.

15
 To stay current about their profession, most PR pros rely on social
media, followed by online programming
How do you stay current about the profession?

80%
67%

60%
52%
48%
46%
40%
40%

20%
20%

0%

Social Online Conferences/ Trade Professional Certifications

media programming events publications associations
82% say their org On a scale of 1 to 10, with 1 being purely transactional
and 10 being full strategic partner, how would you rate
regards their comms the way your communications function is currently
function as being regarded by business leaders in your organization?

close to a strategic
partner 22%

20% 19% 19%

Only 19% of PR pros rank the way

their organization regards their
15%
communications function as a 5 or 13%
lower, meaning that they believe the
10%
PR function is treated closer to 10% 9%
purely transactional in their
organization.
5%
5%
2%
1% 1%

0%

1 2 3 4 5 6 7 8 9 10
Sourcing more coverage and producing measurable results are
the top ways PR pros say they can increase value inside their
organization
How can PR increase its value inside your organization? Brands Agencies

60%
50%
44% 45% 49% 44% 46%
44%
41% 41%
41%
40%
31%
28% 26%
25%
24%
20%
16%

0%
Improving Better defining Implementing Sourcing more Producing Tying PR activities Mitigating Delivering
internal the role of better coverage and/or measurable to key business negative creative solutions
communications PR/Communications technology media relationships results initiatives publicity
How can PR increase its value inside your organization?

About half of all PR pros say sourcing more coverage (49%) and
producing measurable results (49%) are ways they can increase value
within their organization.

Tying PR activities to key business initiatives (43%) and delivering

creative solutions (42%) were also among the top ways to increase
value.

More PR pros at brands say better defining the role of

PR/communications (44% vs. 25% of agencies) and improving internal
communications (41% vs. 28% of agencies) can help them increase
value.

19
More than half of Brands — My organization’s PR is managed by:
brands say their PR
is managed by both 60%

an in-house team 52%

and an agency 50%

40% 37%

The majority of brands (89%) have 30%

an in-house PR team and 52% have

both an in-house team and an 20%

agency.
10%
7%
68% of companies earning $1B or 3%
more annually have both an 0%
in-house team and an agency. 61%
An in-house Only in-house Only a PR is rolled
of companies earning under $1M team + agency PR team PR/comms into other
annually only have an in-house PR agency functions
team.
78% of brands work Brands — How do you work with agencies?
with agencies
50%

40% 36%

30%
28%
21%
The way brands work with agencies 20%
varies, but the majority surveyed 14%
either work with multiple agencies 10%
on an ongoing basis (36%) or work
with a single agency of record (28%). 0%

Work on an We work with a We assign We do not work

ongoing basis single agency projects to with outside
with multiple of record agencies on an agencies
agencies ad hoc basis
2 Tech and tools

2
2
 Most use email, documents and spreadsheets daily
How often do you use the following productivity tools?

83% Daily Weekly Monthly Yearly Never

80% 78%

61%

60%

40%
35%
29%
24% 27%

20%
13% 11%
10%
6% 6%
5%
2% 2% 1% 2%
1% .5% 1%
0%

Email Documents Spreadsheets Presentations

(e.g. Gmail, Outlook) (e.g. Microsoft Word, Google Docs) (e.g. Microsoft Excel, Google Sheets) (e.g. Microsoft PowerPoint, Google Slides)
 About half use a database and news monitoring daily
How often do you use the following PR tools? Daily Weekly Monthly Yearly Never

50% 47% 48%

40%
36%

30%
29%

24% 25%

20%

15%
13% 13%
12% 12%
9% 10%
10%

5%
3%

0%

Media/journalist database Wire service/newswire News monitoring

(e.g. Muck Rack, Cision) (e.g. PR Newswire, Business Wire) (e.g. Muck Rack, Meltwater)
 Email automation and web analytics are used most frequently
Daily Weekly Monthly Yearly Never
How often do you use the following types of marketing software?
51%
50%
50% 48%

40%

31%
30%
25% 25%
24% 23%

19% 19% 18%

20% 17% 17% 18%
14%
14% 14% 14% 15%
13%
11%
10%
6% 6% 5% 5%

0%

Email automation Marketing automation CRM Marketing Cloud Web analytics

(e.g. Mailchimp, Constant (e.g. Hubspot, Marketo, (e.g. Salesforce, Microsoft (e.g. Salesforce, Adobe, Oracle) (e.g. Google Analytics,
Contact, Sendgrid) Eloqua, Pardot) Dynamics, Zoho) Adobe Analytics)
56% use social Social media management and/or listening software

media management 30%

software daily or 30% 28%

weekly 26%
25%

20%

Similar to last year, brands use social

media tools more frequently than
15%
agencies: 65% of brands use social
media tools daily or weekly vs. 51% 12%
of agencies that used social media
10%
tools daily or weekly.

4%
5%

0%

Daily Weekly Monthly Yearly Never

55% use project Project management software

management Daily Weekly Monthly Yearly Never

software daily or
weekly
40%
35%
31%

30%
41% of brands use project
management tools daily, and 24%
use them weekly. On the other hand, 20%
31% of agencies use them daily and 20%

18% use them weekly.

11%
10%

3%

0%

Dedicated project management software

(e.g. Monday, Trello, Asana, Basecamp)
 PR pros say email, followed by direct messaging and video are
everyday essentials
How often do you use the following types of communications tools? Daily Weekly Monthly Yearly Never

81%
80%

64% 65%

60% 57%

40%

26% 25%
20% 18%

10% 10%
7% 8%
6% 6%
2% 1% 2% 2% 3% 4%
0%
0%

Video conferencing Direct messaging Email Phone

(e.g. Zoom, Google Meet) (e.g. Slack, Microsoft Teams)
The majority of PR How do you find the right journalists to pitch?
(Select all that apply)
pros rely on a media
database to find 80% 73%
relevant journalists
to pitch 60%
60%
57%

33%
Most PR pros use a combination of
40%
methods to find relevant journalists:
most turn to a media database, and
more than half also use personal
contact lists and/or Google. 20%

More agencies use media databases

(80% vs. 66% of brands). 0%

Personal Google Social media

Media database
contact lists Search
(e.g. Muck Rack)
More than half of PR Where do you and your team store media lists?
(Select all that apply)
pros store media
lists in spreadsheets, 75%
69%
use PR software or a
combination of the 60% 56%

two
45%

73% of agencies use spreadsheets 30%

vs. 67% of brands. 56% of both
brands and agencies use PR 18% 18%
software to store media lists. 15%
5%

0%

Spreadsheets Dedicated PR Sales CRM Marketing Not sure

(e.g. Microsoft software (e.g. (e.g. Salesforce, automation (I do not engage
Excel, Google Muck Rack) Microsoft software with media)
Sheets) Dynamics, Zoho) (e.g. Hubspot,
Marketo)
3 Connecting with
journalists

31
Most agree that Which of the following components do you
believe is the most important in a pitch?
subject relevance
followed by
personalization are 22%
most important in a 34%
Customization/
Personalization
pitch Subject relevant
to the journalist
To journalists

Compared to last year, more PR pros

5%
Timeliness
say a catchy subject line is important: 5%
14% this year vs. 4% last year. Quotes from a 10%
company spokesperson Contains image/
More PR pros also say visual pitches video/infographic
are important: 10% this year vs. 1% last 6%
year. Contains data/statistics 4%
in the headline Short in length
Fewer say that timeliness is important:
5% this year vs. 14% last year. 14%
Catchy subject line
Which of the following components do you believe is most important in
a pitch?

In addition to ensuring that a pitch’s subject matter is relevant to a

journalist’s beat and personalizing pitches to individual journalists, more
PR pros are emphasizing the importance of catchy subject lines and
visuals.

However, journalists say timing is still important: according to the 2022

State of Journalism, 24% of journalists say they will reject a pitch based
on bad timing. Lack of personalization (22%) and a confusing subject
line (15%) were additional reasons why they will reject a pitch.

33
 Which of the following channels do you find to be the most
effective for pitching journalists? (Select all that apply)

76%

70%

60%

50%

40%

30% 28% 26%

21% 20%
18%
20% 15%
13%

10%
4% 3%

0%
Individual/ Twitter Phone Mass Newswire Text LinkedIn Facebook Other social Other
1:1 email email message media (please
specify)
Which of the following channels do you find to be the most
Effective for pitching journalists? (Select all that apply)

1:1 email is the preferred method across company types and sizes for
reaching journalists. Agencies are even more likely than brands to use
1:1 email: 81% of agencies vs. 67% of brands.

More brands are picking up the phone compared to last year: 28% this
year vs. 18% last year.

Brands are also more likely to rely on Twitter: 33% of brands vs. 25% of
agencies pitch via Twitter.

35
Most PR pros pitch 4 or more media types, with online, newspapers and
magazines among the most popular
Brands
Which types of media do you commonly pitch? (Select all that apply)
Agencies

100%

79%
80% 73%

63%
61%
60% 54%
52% 51% 53%
46%
42%
40% 34% 34% 36% 32%
30%
23%

20% 12%
10%
4% 2%
0%

Online/ Newspapers Magazines TV Podcasts Radio Blogs Newsletters Academic/ Other

Digital (print) (print) Professional
Journals
Which types of media do you commonly pitch?

Across company types, PR pros are pitching online/digital publications

(76%), newspapers (61%), magazines (56%) and TV (51%).

Podcasts continue to grow as a medium to pitch: last year, 36% of

brands pitched podcasts and 46% pitch them this year. Agencies are
even more likely to pitch podcasts: 42% last year vs. 53% this year.

Interestingly, fewer PR pros are pitching newsletters: 61% of brands last

year vs. 30% this year and 66% of agencies last year vs. 32% this year.

37
Most PR pros monitor online, newspapers, and magazines, and almost
half of monitor podcasts
Which types of media do you monitor on behalf of your Brands
brand/clients? (Select all that apply)
Agencies

100%

81%
80%
74%

61% 65%
60% 58% 57% 51% 51%
46% 46%
44% 45% 45%
40%
40% 36%
29%

20%
18%
17%

5% 4%
0%

Online/ Newspapers Magazines TV Podcasts Radio Blogs Newsletters Academic/ Other

Digital (print) (print) Professional
Journals
77% prefer to pitch When is generally the best time to send a pitch?
in the morning (all times EST)

50%
45%

40%
32%
This aligns with the preferences
30%
of 67% of journalists who prefer
to receive pitches in the morning,
as reported in the State of 20%

Journalism 2022. 12%

10% 6%
3% 3%

0%

Overnight Early morning Late morning Early afternoon Late afternoon Evening
11pm-5am 5am-9am 9am-12pm 12pm-3pm 3pm-6pm 6pm-11pm
Tuesday is the most On what day of the week do
popular day to send you most like to send pitches?
pitches
50%
43%
40%

According to the State of 30%

Journalism 2022, most journalists

prefer to be pitched early in the 20% 17%
week, with Monday ranked as 11% 12%
their top choice. 10%
6%
4% 4% 2%
0%

No
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
preference
57% write pitches How long is the average pitch you send to journalists?
that are 200 words or
less 46%

40%

33%
30%

Compared to last year, there is a

5% increase of PR pros who are 20%

writing pitches in the 201-300

word range. Most journalists 11%
10% 8%
(68%) prefer pitches 200 words or
less per the State of Journalism 1%
2022. 0%

<100 words 100-200 words 201-300 words 300-1000 words 1000 words+
78% say 1-2 follow How many follow up emails are acceptable
up emails are to send after your initial pitch?

acceptable
41%
37%
40%

30%

Even though 20% of PR pros say

3 or more follow ups are 20%

acceptable, only 9% of journalists

12%
feel the same, according to the 8%
10%
State of Journalism 2022.
2%

0%

0 1 2 3 4+
4 Social media
usage

4
3
 LinkedIn remains in the lead, followed by Twitter, Instagram and TikTok
Do you expect to spend more or less time on the following social networks this year?

More No difference Less Do not use or plan to use

80%
8%
26% 16%
52% 47% 37% 30% 38%
24%
60%
32%
16%
43%
40% 25%
44% 12%

10%
37% 37% 42% 53%
20%
40%
13% 24%
11% 13% 27%
8% 8% 13% 7%
0%
3% 5%

LinkedIn Twitter Instagram Youtube TikTok Clubhouse Facebook Reddit

Do you expect to spend more or less time on the following social
networks this year?

Overall, LinkedIn remains in the lead but slightly more PR pros plan to
spend more time on Twitter in 2022: 47% this year vs. 43% last year. PR
pros will be spending more time on TikTok too: 38% this year vs. 33%
last year.

Brands will spend more time on Twitter (51%), Facebook (34%) and
YouTube (35%).

Agencies will spend more time LinkedIn (53%), Instagram (38%) and
TikTok (42%).

45
Twitter takes a slight Which of the following social networks are
important for your company’s social media and
lead over LinkedIn communications strategy? (select all that apply)
as the most
important social 100%

platform for PR pros

77%
75% 73%
69%
Last year, most PR pros said
LinkedIn was most important, with 58%
Twitter coming in second at 77%. 50% 42%
Facebook is now in the top three:
69% this year vs. 64% last year. 26%
25%
More brands rely on Twitter (78%) 13%
vs. agencies (75%) and Facebook
4% 3%
(70% of brands vs. 63% of agencies).
0%

Twitter LinkedIn Facebook Instagram YouTube TikTok Reddit Clubhouse Other

Agencies say Instagram is more
important: 60% vs. 50% of brands.
5 Budgets, salaries
and more

4
7
Who is your companyʼs decision maker for spending on
PR and earned media efforts?
40%

34%

30%

20%
15%
12%
12%
9%
10% 7% 7%

0%

CEO C-Level C-Level PR/ VP/Director of VP/Director of C-Level Other

marketing Communications Marketing PR/Communications Finance/ (please specify)
Operations
Most PR teams Where do you spend the highest % of your
PR budget (not including employee salary)?
invest in media
databases, followed
by agencies,
contractors and 25% 24%

freelancers 20%

15% 14%
13%
12% 12% 12%
More agencies invest in media
databases 28% vs. 18% of brands 10%
7%
that do.
6%
5%
Under ‘Other’ PR pros listed internal
comms tools, content creation and
surveys. 0%
Media Newswire Media Reporting and Contractors Agencies Events Other
monitoring database measurement and (when events (please
. freelancers resume) specify)
52% of PR pros at agencies make less than $100K annually vs. 39%
of PR pros at brands
How much do you earn a year including bonus?

25% 24% 24% Brands

21%
20% 19% Agencies
20%

16%

15%
13%
12% 11% 11%
10%
10% 7%
6% 7%

5%

0%

Less than $40-$70K $70-$100K $100-$150K $150-$250K More than Prefer not
$40K $250K to answer
How much do you earn a year including bonus?

61% of PR pros at brands earn $100K+ vs. 49% of PR pros at agencies.

More than half (53%) of entry-level PR pros (associates/coordinators/specialists)

earn $40K-$70K.

30% of PR pros with the title ‘manager’ earn $70K-$100K.

27% of PR pros with the title ‘director’ and above (supervisor, EVP, CXO/VP and
CEO/founder/owner) earn $100K-$150K, and 27% with these titles earn $150K+.

51
6 Measuring success

5
2
 The average PR pro tracks 5 metrics

Which of the following metrics does your PR/comms team use internally to measure success? (Select all that apply)

80%
73%

60% 56%
53% 51% 51%

40%
31%
26% 24%
20%
20% 18% 18% 18% 19%
16% 13%
12%

0%

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Which of the following metrics does your PR/comms team use internally
to measure success ?

Coverage/stories placed is the most-measured metric (unchanged from last year).

This year, more PR pros are measuring social media: 56% are measuring social
shares/mentions and 53% are monitoring social media engagement. Last year,
according to the State of PR Measurement, 51% measured shares/mentions and
48% measured engagement.

54
57% brief their How often is your executive team briefed on PR and
executive team communications activities?
weekly or more
3% 5%
Upon request Other

17%
18% Daily
Both brands and agencies brief their Case by case
executive teams with similar (depending on
campaign)
frequency: 58% of brands and 59%
of agencies do so weekly or more.
40%
. 17% Weekly
Monthly
7 The future of PR

5
6
Most PR pros say Over the next year, my company’s
their budgets will budget for communications/PR will:
increase over the
next year Brands Agencies

49%
50%
47%
41%
Brands will increase budgets slightly 40%
more than agencies (49% vs. 47%). 35%

30%
.

20% 17%
47%
12%
10%

0%

Increase Decrease Remain the same

Most PR pros believe PR’s relationship with marketing will be ___ important in the
their relationship next 5 years
with marketing will
be more important
in the next 5 years 17%
Just as

7%
Less
Slightly more brands think the
relationship will be more important:
78% of brands vs. 76% of agencies.

76%
More
Strategic planning, media relations and social media remain top
skills for PR success in the next 5 years
Which of the following skills will be important to your PR organization’s success in the next 5 years?

Strategic planning Influencer marketing

68% 39%
Media relations Crisis management
62% 39%
Social media Employee communications
56% 34%
Diversity, equity and inclusion Research
41% 32%
Data and analytics Verbal communications
51% 26%
Written communications Business literacy
52% 21%
Leadership Artificial intelligence
52% 15%
Multimedia content development Ethics counseling
46% 15%
More than half of PR In 5 years, the term “public relations” will…
pros believe the
term “public Brands Agencies
relations” will need
to be redefined in
the next 5 years 60% 55%
47%
46%
More agencies believe that the term 39%
will need to be redefined (55%) than 40%
brands (47%).

.
20%

7% 7%

0%

Accurately describe Need to Need to be

the work I’ll be doing be redefined renamed
More than half of PR Do you think you will be securing
more or less earned media in the future?
pros say they will
secure more earned
media in the future 60%
59%

50%

40%
Brands say they will secure more
earned media (65%) than agencies
(55%). 30%
23%
. 19%
20%

10%

0%

More Less The same

8 Appendix: Expanded
audience breakdown

6
2
What department do you work in?

11%
CEO/Founder

11%
Marketing

78%
Public Relations/
Communications
 What best describes your level in your company?

25%
23%

20% 19%
18%
16%

15%

10%
10%

6%
5%
5%
2%
1%

0%
CEO/Founder/ CXO/VP EVP Supervisor Director Manager Associate/ Intern Other
Owner Coordinator/ (Specify)
Specialist
How many people work at your company?

40%

30%

20% 20%
20%
16%

14% 14%

10%

6%
4% 4%

0%

Just me 2-10 employees 10-49 employees 50-99 employees 100-499 500-4,999 5,000-9,999 10,000+
employees employees employees employees
What best describes your companyʼs average annual revenue?

30% 27%
22%

20% 19%
16%

15%

10% 9%

7%

5%

0%

Under $1M $1M to $10M to $500M to $1B or more I don’t know/

$9.9M 499M $999M prefer not
to say
How large is your entire companyʼs PR/communications team?
50%

41%
40%

31%
30%

20%

12% 11%
10%
5%

0%

Just me 2-10 people 11-100 people 101-1000 people 1000+ people

The primary audience my organization/clients sell to are:

40%
35%
31%
30%
30%

20%

10%

0%

Business to business (B2B) Business to consumer (B2C) Both (B2C and B2B)
 Thank you!
Muck Rack’s Public Relations Management (PRM) platform enables PR teams to
find the right journalists for their stories, send customized pitches, build meaningful
relationships with the media, monitor news and quantify their impact.

Learn more

https://muckrack.com