More than 150 PR professionals have shared their experiences of the current PR climate as part of the 2023 JBH PR Report.
The report by the Manchester PR and SEO agency also looks at what the industry can expect throughout the next 12 months of likely financial and economic uncertainty, highlighting the current and future state of the UK PR industry during what is an undeniably volatile period for many businesses.
A total of 59 in-house and 95 agency PR professionals responded to the report, revealing how they are tackling the unpredictable nature of the current climate with regards to the management of client expectations, as well as how they are working to showcase the value and benefits of targeted, relevant and well-executed PR strategies and campaigns.
Survey responses for the report were collected between February-March 2023, with some of the most notable takeaways including:
- Just one in three (33%) of PR’s report to their clients/company on backlinks
- One in six (17%) of PR’s are paying for editorial coverage for their clients
- 70% of respondents say volume of coverage is the primary KPI in PR activity
- Online and broadcast tops the list as the most desired form of coverage from brands and clients
- The most common techniques implemented by PR’s in 2023 are proactive PR, reactive PR, and feature pitching
- More than half (53%) of PR professionals admit that they are finding it more difficult to secure coverage through their pitches and campaign outreach in 2023 compared to previous years
- More than two fifths (42%) of PR’s are confident that the headcount within their team will increase this year
The full report, along with more in-depth information and analysis can be found here.
Jane Hunt, CEO of JBH, said: “There’s no denying that 2023 is proving to be a trying time for those of us operating within the marketing industry. Budgets are under more severe scrutiny than ever before, and every penny counts when it comes to being able to prove the huge value that we know well executed PR activity can have for brands and clients.
“By collecting and understanding how others in the industry are tackling campaigns, outreach and measurement in the current climate, as well as their general experiences of the industry, it is our hope that The JBH PR Report gives PR’s at all levels a deeper understanding into the approaches being taken by their peers.”
JBH is an award-winning Manchester-based consumer PR and SEO agency with 30 full-time employees and is among the fastest growing agencies in the North. It has delivered campaigns for household names such as Tails.com, Select Car Leasing and HD Brows.
