There is still a lot of room for improvement when it comes to data-driven PR. This is the conclusion of the current PR trend monitor of the dpa subsidiary news aktuell and the agency Faktenkontor. 220 communication experts from companies, organisations and PR agencies in Germany and Switzerland took part in the online survey in February 2022.
The list of hurdles cited by the communication experts is long. Above all, they lack time, tools, structured data and competence. Yet these challenges can actually be solved quickly and easily in practice. But first things first.
According to the PR Trendmonitor, only half of the companies are working with data analytics in professional communication, the other half are still leaving data-driven PR behind. In other words, corporate communication is still unfamiliar with the topic of data-driven PR.