Earned media budgets on the rise, says PR Newswire
37% of businesses plan to increase their earned media budget this year, and larger businesses which have over 1,000 staff are showing more willingness to do so.
Research from PR Newswire for its 2020 Asia-Pacific Corporate Communications Report, however, also found that the top three communications challenges facing businesses are content production (55%), measuring the impact of communications (54%) and budget constraints (51%).
The measurement issue was even more pronounced in Australia, with 68% of communications professionals citing it as an issue.
The study surveyed 948 public relations and communications professionals from 10 markets in APAC, including Australia.
Credit: PR Newswire (Click to enlarge)
58% of respondents said they were satisfied with the effectiveness of news media, as compared to 41% for social media.
The report concluded that authenticity, relevance and transparency are increasingly important, but contended attribution metrics are evolving for the communications industry.
“These new metrics include audience demographics/ firmographics profiling and segmentation, and conversion from reading a news item to downstream activities that contribute to revenue.”
