Public Relations Technology – not always terms you expect to see together. If you haven’t had the chance to review Prowly’s The State of PR Technology 2024 Report, download it and review what’s inside. It will be worth your time.
I get that it’s hard to find time, so I spent some time with the report for you. It sheds some great light on how the public relations industry is evolving, especially in its use of technology.
We are, after all, always thought of as creatives and not the best with the techy stuff. It’s a stereotype I refute, but regardless, here we are.
As the industry continues to face growing demands for measurable results, shrinking budgets, and rapid (and I mean rapid) technological advancement, PR professionals have to stay ahead of these trends. Not only for our campaigns, but for the brands we represent and for ourselves!
There’s a ton of great information in the report. After spending some time with it, below are five key takeaways I thought were particularly relevant.
According to the Prowly report, PR professionals are increasingly prioritizing measurement and accountability, with nearly 40% making it a top priority in 2024. That’s compared to just 23.3% in 2022.
The pressure to prove success and deliver ROI has never been higher, as clients and stakeholders demand tangible, data-driven results. It’s the tangible results that too often create issues for us.
This shift is important because PR can no longer be seen as a mere cost center. We have to fight that perception. To evolve as a strategic partner, PR teams need to align their metrics with organizational goals and objectives.
It’s no longer enough to secure media placements or generate buzz. PR teams have to show how these efforts contribute to business outcomes, whether that’s through brand favorability, revenue growth, or customer acquisition.
For years, marketing teams have successfully tied their efforts to business success, and now it’s PR’s turn to demonstrate its measurable impact. If PR professionals don’t step up, they risk being sidelined in favor of departments that can prove their value.
One notable challenge from the report is the ongoing issue of budget constraints, with nearly 70% of people citing it as a major barrier to adopting PR tools. The report also calls out that solo practitioners are hit hardest, with 71% pointing to budget limitations as a critical obstacle.
And I get it, certainly as a small agency owner. These are economic issues we’re facing on personal fronts, too. Inflation and rising costs across all industries are making it harder for PR professionals to allocate the resources they need to succeed and support their organizations and brands.
But, this isn’t a new problem for the industry. It’s an issue that has become even more pressing in recent months, and it’s something we’ve fought through before. In tight economic times, PR teams are often among the first to see budget cuts. This trend not only affects PR teams but also has ripple effects across the ecosystem, including reduced resources for media outlets and other partners.
With a presidential election on the horizon, economic uncertainty will likely worsen before it improves. Now more than ever, PR professionals need to show their value and deliver results that justify their budgets.
Similar to takeaway #1, PR teams have to show value. But what does “value” really mean?
Despite advances in technology, proving the value of PR remains a significant challenge, with nearly 50% of respondents struggling to demonstrate their success in 2024, up from 41% in 2022. And as we’ve called out, as ROI expectations increase PR professionals must move beyond surface-level metrics like impressions, social shares, or media placements.
Vanity metrics have a role, but we can’t solely rely on them to show the value of our efforts. Please stop trying!
Strategic PR is about driving business success, not just generating noise. It’s about connecting the dots between PR activities and organizational goals. While a high-profile media placement might feel like a win, its real value lies in how it contributes to brand awareness, customer engagement, or even revenue growth.
The report highlights that the conversation around PR value is evolving, but we still have work to do. PR teams need to focus on metrics that matter to the organization and that reflect real, tangible business outcomes.
I love AI and AI-powered tools. I was a little skeptical at first, but I use them every day and I’m a fan. For me, one of the most exciting insights from Prowly’s report is the expanding role of AI in PR, with its use shifting from content creation to more complex tasks like research, analysis, and reporting.
AI-driven research has increased from 53% in 2022 to 67% in 2024, while AI’s role in data analysis rose from 8% to 31%. These are big numbers, and it’s not just because young professionals are entering the workforce.
Part of why this is exciting is because this evolution allows PR professionals to focus on higher-level strategy by automating more routine tasks like trend analysis and reporting, or even just first drafts of content.
However, the report also underscores concerns about AI’s potential risks, with 80% of respondents expressing worry that AI could lead to more impersonal communication. Concerns also include the risk of misinformation, content overload, and ethical issues.
But here’s the thing: AI is here to stay, and it’s time for PR professionals to embrace it. AI tools are not here to replace jobs but to support them, allowing teams to work smarter, not harder. The key is to leverage AI ethically and effectively, ensuring that human insights remain central to PR strategies.
All brands want that top-tier media coverage. And just when you think it may not matter as much, the Prowly report sets you straight!
Securing coverage in top-tier media outlets remains a primary goal for PR professionals, with over half of respondents listing it as a top performance metric. However, the report also highlights that tracking and measuring PR efforts remain challenges as pros strive to demonstrate campaign effectiveness through high-visibility placements.
While media relations isn’t the only tool in the PR toolkit, it’s still an important one. The media continue to play a role in shaping brand narratives and reaching audiences. But securing media coverage is a long game, requiring time, resources, and patience.
It’s also important to remember that PR success shouldn’t be solely measured by media placements. We’ve talked about this before – make sure that this isn’t your only metric. We have much more to offer than a media placement or a relationship with a journalist.
But, for your earned media efforts, remember that many factors, such as the unpredictability of media interest and the tone of coverage, are out of a PR professional’s control. Ultimately, media coverage should be viewed as one part of a broader communications strategy, with success measured by the impact on organizational goals rather than the sheer number of articles published.
The State of PR Technology 2024 report shows an industry that is evolving in response to increased demands for accountability, budget constraints, and rapid change. PR professionals have to embrace this evolution by adopting a strategic approach to measurement, proving their value, and leveraging the tools and technology available to them.
I, for one, am excited that we’re entering a new era where PR’s impact on business outcomes will be scrutinized more than ever. The days of being the behind-the-scenes player are over. PR teams must now prove that they are not just a cost center, but a strategic partner contributing to the success of the organization.
It’s a challenge, for sure, but one that will elevate the entire industry when we do it right.
This is an amazing moment for the public relations industry. There are incredible opportunities for growth, innovation, and deeper integration into the strategic fabric of organizations.
The PR professionals who embrace these changes will be well-positioned to thrive in this era.
