PR Industry Survey: The Tactics and Skills Rising in Importance

According to recent research from JOTW and Sword and the Script, public relations and communications professionals say analytics and storytelling are the two tactics or skills that they anticipate will increase most in importance in the next 12 months.

Content marketing, business social responsibility, and thought leadership were also cited as important tactics in the next 12 months. The top challenges faced by PR and communications professionals are measuring the impact of their efforts and dealing with executive teams that don't understand their work.

Media relations is becoming more difficult, with 70% of respondents saying so. Just over half of them say embargoes, exclusives, and press releases are still important tools. The report was based on data from a survey conducted in February and March 2020 among 300 PR and communications professionals.