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We asked our Influence 100 how their CEO evaluates PR and communications, and reputation benchmarking again came out ahead of the other options: 84%, a little down on last year’s 89% but still significantly up from 63% in 2017. The number saying their CEO looked at sales and lead generation to evaluate the success of their comms function dropped again to 4%, down from 9% last year and 14% in 2019.
For the first time this year, we included advocacy metrics as an option for this question, since it had previously come up so often in the ‘other’ bracket, and 30% agreed this was a key way in which their CEO evaluated PR and communications.
Tactical measurement of PR, including impressions, reach and social engagement, was used by fewer respondents than last year – 44%, compared to 51% last year. Of the 16% who said they used other means, the responses included: “all of the above”; “share of voice”; “combination of internally set KPIs, tactical results, and employee engagement”; “discussion with clients and peers”; “business impact”; and “ability to bring in great talent”.
For the first time this year, we asked our cohort how well integrated the communications function is within their business with the wider area of marketing. Only 4% said comms was in a complete silo and not at all integrated. The majority – 59% – said the function was somewhat integrated with the extended marketing team, while 37% said communications was completed integrated with the rest of the marketing function.
We asked the Influence 100 how they use data and analytics within the marketing and communications function. There was another sharp drop in the number of those who said they use data to allocate resource and spend: 37%, down from 49% last year and 65% in 2019. The most popular response was again those who said they use data and analytics for research purposes and to generate insights that inform campaign planning: 82%.
Only 41% said they use data and analytics to tweak campaigns in real time, compared to 58% last year, and there was also a drop in the number who use data and analytics to measure the business impact of communications strategy and activity: 80%, down from 87% last year.
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