The State of PR
Technology
2024
A complete overview of trends
& pain points in public relations software
& pain points in public relations software
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Introduction
PR is rapidly shifting towards an ROI-driven model, with growing pressure to deliver measurable results that directly impact the bottom line.
Our study reveals that over 57% of PR professionals are struggling with tight budgets, pushing them to embrace advanced tools and data-driven strategies. With an emphasis on sales metrics in PR measurement rising sharply, the question arises: how are PR practitioners adapting to the changes?
Dive into our study to explore how PR is evolving to meet the needs of the tech-savvy,
ROI-focused landscape.
Table of Contents
Key Findings
Tracking and measuring PR efforts
The importance of tracking and measuring PR efforts has surged, with 38.9% of professionals prioritizing this in 2024, up from just 23.3% in 2022.
Budget constraints
Budget constraints remain the top cause for not using PR tools, affecting 68% of professionals in 2024, with sole practitioner particularly impacted at 71%.
Effective outreach
The use of regular email services for pitches has plummeted from 74% in 2022 to 50% in 2024, signaling a move towards specialized tools for more effective outreach.
Satisfaction with PR tools
Satisfaction with PR tools has nearly doubled since 2022, with 60% of professionals now expressing contentment, up from 36%.
Demonstrating PR's value
The challenge of demonstrating PR's value has intensified, with 48% struggling in 2024 due to higher ROI expectations from stakeholders.
AI for research, analysis, and reporting
The use of AI for research, analysis, and reporting has skyrocketed, from 53% to 67% for research and from 8% to 31% for analysis.
Data analysis in PR
The value placed on data analysis skills in PR dropped by 8% as AI increasingly automates these tasks, shifting focus to more uniquely human skills.
Sales metrics in PR
The emphasis on sales metrics in PR measurement rose from 13% in 2023 to 19% in 2024, reflecting a shift towards more business-oriented outcomes.
Tracking and measuring PR efforts
The importance of tracking and measuring PR efforts has surged, with 38.9% of professionals prioritizing this in 2024, up from just 23.3% in 2022.
Budget constraints
Budget constraints remain the top motivation for not using PR tools, affecting 68% of professionals in 2024, with sole practitioner particularly impacted at 71%.
Effective outreach
The use of regular email services for pitches has plummeted from 74% in 2022 to 50% in 2024, signaling a move towards specialized tools for more effective outreach.
Satisfaction with PR tools
Satisfaction with PR tools has nearly doubled since 2022, with 60% of professionals now expressing contentment, up from 36% two years ago.
Demonstrating PR's value
The challenge of demonstrating PR's value has intensified, with 48% struggling in 2024 due to higher ROI expectations from stakeholders.
AI for research, analysis, and reporting
The use of AI for research, analysis, and reporting has skyrocketed, from 53% to 67% for research, and from 8% to 31% for analysis.
Data analysis in PR
The value placed on data analysis in PR dropped by 8% as AI increasingly automates these tasks, shifting focus to more uniquely human skills.
Sales metrics in PR
The emphasis on sales metrics in PR measurement rose from 13% in 2023 to 19% in 2024, reflecting a shift towards more business-oriented outcomes.
Pain Points in PR
Growing Pains in PR: Budgets, Engagement, and Value
Financial pressures and industry shifts are challenging PR pros to adapt
As economic pressures rise, PR professionals are finding it harder to navigate shrinking budgets, connect with journalists, and prove their worth. In just two years, the number of PR pros struggling with budget constraints has jumped from 35% to 57%. These statistics reflect a rapidly evolving industry where proving ROI is more critical — and more challenging —than ever.
Did you struggle with any of the following in the last 12 months?
2024
2023
2022
Working on a tight budget
34
%
48
%
57
%
Getting journalists to respond
60
%
52
%
56
%
Getting top-tier coverage
46
%
44
%
50
%
Demonstrating the value of my work
41
%
41
%
48
%
Finding the right media contacts
35
%
47
%
43
%
Experiencing burnout
38
%
36
%
41
%
Keeping my media lists organized
30
%
25
%
31
%
Managing client expectations
33
%
26
%
31
%
Tracking media coverage
32
%
29
%
30
%
Implementing technology
12
%
28
%
25
%
Collaboration with my team
11
%
19
%
21
%
Other
3
%
2
%
3
%
2024
2023
2022
Working on a tight budget
57
%
48
%
34
%
Getting journalists to respond
56
%
52
%
60
%
Getting top-tier coverage
50
%
44
%
46
%
Demonstrating the value of my work
48
%
41
%
41
%
Finding the right media contacts
43
%
47
%
35
%
Experiencing burnout
41
%
36
%
38
%
Keeping my media lists organized
31
%
25
%
30
%
Managing client expectations
31
%
26
%
33
%
Tracking media coverage
30
%
29
%
32
%
Implementing technology
25
%
28
%
12
%
Collaboration with my team
21
%
19
%
11
%
Other
3
%
2
%
3
%
43
%
of PR Pros have experienced budget cuts leading to the cancellation of paid tools.
PR Pros Double Down on Strategy and Results in 2024
Top-tier coverage, measurable impact, and reporting efficiency take center stage
PR pros are more strategic and results-driven than ever. Securing top-tier publications has surged as a priority. The focus on tracking and measuring PR efforts has jumped significantly, reaching nearly 39% in 2024. Additionally, the push to create PR reports faster has more than tripled, rising from 6% in 2022 to 22% in 2024, highlighting the industry’s increasing emphasis on efficiency and proving value.
What's the one thing you'd most like to improve in your PR work right now?
Securing top
tier publication
tier publication
Tracking & measuring
PR efforts
PR efforts
Having a better understanding of media contacts and their beat
Managing my daily PR activities more efficiently
Creating comprehensive PR reports faster
Improving the look & feel of press releases and PR pitches
Other
2024
51
%
40
%
33
%
32
%
22
%
19
%
5
%
2023
45
%
38
%
29
%
29
%
17
%
18
%
3
%
2022
---
23
%
29
%
23
%
6
%
13
%
5
%
Use of PR Tools
PR Tool Adoption Rises, Yet One-Third Still Go Without
The PR tool divide: agencies embrace, solos lag behind
PR tool usage has surged to nearly 68% in 2024. While adoption rates have grown, especially among agencies where 82% now leverage these tools, one-third of PR professionals are still working without them, reflecting a significant gap in the industry's tech integration.
Do you currently use any PR tools?
Yes
No
Agencies
In-house
teams
teams
Solo
practitioner
practitioner
All
answers
answers
All Answers
Agencies
In-house teams
Sole
practitioners
practitioners
Yes
67
%
82
%
58
%
54
%
No
33
%
18
%
42
%
46
%
While budget constraints still hold back 68% of PR professionals who have yet to adopt PR tools in 2024, there’s a growing recognition that the time investment to learn how to use them is worthwhile.
Each year, fewer PR pros see these tools as irrelevant, signaling a shift in the industry towards embracing technology despite ongoing financial challenges.
What are the primary reasons why
you do not use PR tools?
I don't have the budget (68%)
I don't have time to learn (19%)
Other (19%)
I don't need any (8%)
13
%
17
%
14
%
Agencies
In-house teams
Solo practitioner
Agencies
In-house teams
Sole
practitioners
practitioners
I don't have the budget (68%)
72
%
57
%
71
%
I don't have time to learn (19%)
22
%
21
%
14
%
Other (19%)
6
%
4
%
7
%
I don't need any (8%)
13
%
17
%
14
%
More PR Pros Find Value in Tools, with Agencies Ahead of the Curve
Satisfaction with PR tools has significantly increased, with 60% of professionals happy with their outcomes in 2024, up from just 36% in 2022. Agencies, in particular, show higher satisfaction rates compared to brands, possibly due to wider tool adoption and more tailored solutions that meet their specific needs.
60
%
Satisfaction Score
The Push for
Proving Impact
More PR pros are tracking their efforts, with a 9% increase in just one year
The number of PR professionals measuring their efforts has jumped from 69% in 2023 to 75% in 2024, reflecting a growing emphasis on tracking outcomes. As companies demand higher ROI, the pressure to prove the impact of PR work is intensifying, driving a shift towards data-driven decision-making and reporting.
Do you measure your PR efforts?
13
%
in 2023
→
19
%
in 2024
Metrics that matter
The landscape of PR measurement is shifting, with a notable rise in the use of sales metrics—from 13% in 2023 to 19% in 2024 —highlighting a growing expectation for PR to directly impact business measure. As PR pros shift away from traditional digital metrics, they’re embracing a more strategic, results-oriented approach to measuring success.
What metrics do you consider when measuring the success of a PR campaign?
2024
2023
Number of media placements
75
%
72
%
Online mentions
69
%
71
%
Audience reach
67
%
65
%
Website traffic
52
%
57
%
Share of voice
37
%
33
%
Social media metrics
35
%
39
%
SEO metrics
32
%
35
%
Brand searches
30
%
25
%
Website conversions
25
%
32
%
AVE
25
%
21
%
Sentiment analysis
24
%
23
%
Sales
19
%
13
%
Pipeline or revenue
11
%
10
%
Other
3
%
5
%
2024
2023
Number of media placements
75
%
72
%
Online mentions
69
%
71
%
Audience reach
67
%
65
%
Website traffic
52
%
57
%
Share of voice
37
%
33
%
Social media metrics
35
%
39
%
SEO metrics
32
%
35
%
Brand searches
30
%
25
%
Website conversions
25
%
32
%
AVE
25
%
21
%
Sentiment analysis
24
%
23
%
Sales
19
%
13
%
Pipeline or revenue
11
%
10
%
Sales
3
%
5
%
What PR pros are monitoring closely
As the media landscape shifts, PR Pros are broadening their focus
In the age where information moves at lightning speed, 43% of PR professionals are still opting out of using media monitoring tools. Notably, PR pros are expanding their monitoring efforts beyond online news and blogs, with significant upticks in tracking social media, broadcast media, and print media, reflecting a more comprehensive approach to navigating today’s fragmented media landscape.
What type of media do you monitor?
2024
2023
Online news and blogs
93
%
94
%
Social media
64
%
58
%
Broadcast media
64
%
54
%
Print media
64
%
51
%
The shift toward data-driven precision in media monitoring
PR is becoming increasingly data-driven and professionals are moving away from Google Alerts, with usage dropping from 31% in 2023 to 21% in 2024. This decline reflects a growing preference for paid media monitoring tools that offer more detailed and reliable insights, as PR pros demand greater precision in their strategies.
All Answers
33
%
21
%
In-house
30
%
16
%
Solo practitioner
33
%
63
%
Agencies
37
%
20
%
2024
2023
All Answers
Agencies
In-house teams
Sole
practitioners
practitioners
2024
21
%
16
%
20
%
63
%
2023
33
%
30
%
37
%
33
%
PR’s Most Valued Tech Solutions
The rising importance of analytics
and monitoring in PR
In today’s data-driven PR landscape, media databases and monitoring software have become essential, with 79% of professionals finding PR analytics and reporting tools highly valuable. At the same time, traditional tools like press release creators and online newsrooms are falling out of favor, potentially signaling that their full potential is being underutilized.
How valuable do you find these solutions?
Not valuable
Rarely valuable
Often valuable
Very valuable
CRM for PR
19
%
26
%
28
%
26
%
Media and Influencer Database
7
%
11
%
25
%
57
%
Media Monitoring Software
5
%
10
%
33
%
51
%
Online Newsroom Software
27
%
37
%
22
%
13
%
PR Analytics and Reporting Software
6
%
15
%
40
%
39
%
Press release creator
31
%
33
%
21
%
15
%
Press release distributor
14
%
19
%
26
%
41
%
Social media management software
19
%
25
%
32
%
24
%
Not valuable
Rarely valuable
Often valuable
Very valuable
CRM for PR
19
%
26
%
28
%
26
%
Media and Influencer Database
7
%
11
%
25
%
57
%
Media Monitoring Software
5
%
10
%
33
%
51
%
Online Newsroom Software
27
%
37
%
22
%
13
%
PR Analytics and Reporting Software
6
%
15
%
40
%
39
%
Press release creator
31
%
33
%
21
%
15
%
Press release distributor
14
%
19
%
26
%
41
%
Social media management software
19
%
25
%
32
%
24
%
AI in PR: Promise or Pitfall?
PR Pros Are Turning to AI for Data, Not Ideas
Thanks to AI, PR teams have more time for strategic tasks
As AI-driven tools fall short in content creation, PR professionals are increasingly turning to them for research, analysis, and reporting tasks. With a sharp rise in AI use for data-driven tasks — from 53% to 67% in research and 8% to 31% in analysis—it's clear that AI’s true strength lies in processing data, not generating creative content.
What do you use AI-driven tools for at work?
Idea generation
69
%
Other
6
%
Reporting
25
%
Content creation
69
%
Research
69
%
Analysis of monitoring
31
%
Idea generation
78
%
Other
6
%
Reporting
10
%
Content creation
72
%
Research
53
%
Analysis of monitoring
8
%
Idea generation
Content creation
Research
Analysis of monitoring
Reporting
Other
2024
69
%
69
%
67
%
31
%
25
%
6
%
2023
78
%
72
%
53
%
8
%
10
%
6
%
Human Touch and Misinformation
Top the List of AI Concerns
AI won’t steal your job, just your boring tasks
In 2024, 80% of PR professionals fear that AI is stripping away the human touch, up sharply from 56% in 2023. Alongside this, anxiety over AI-driven misinformation and content overload is growing, raising serious questions about the ethical and practical implications of AI in the PR industry.
What are the biggest threats posed by AI to the PR industry?
2024
2023
Loss of the human touch
80
%
56
%
Manipulation and fake news
65
%
64
%
Content overload
55
%
41
%
Bias and discrimination
50
%
33
%
Lack of transparency
50
%
26
%
Unification and lack of creativity
45
%
51
%
Cybersecurity and privacy concerns
40
%
38
%
Displacement of human workers
25
%
32
%
Other
5
%
4
%
2024
2023
Loss of the human touch
80
%
56
%
Manipulation and fake news
65
%
64
%
Content overload
55
%
41
%
Bias and discrimination
50
%
33
%
Lack of transparency
50
%
26
%
Unification and lack of creativity
45
%
51
%
Cybersecurity and privacy concerns
40
%
38
%
Displacement of human workers
25
%
32
%
Other
5
%
4
%
Top AI Perks According to Communications Experts
PR pros embrace AI for measurement, research, and efficiency gains
PR professionals are increasingly recognizing the data-driven perks of AI. With 40% now valuing AI for its ability to enhance measurement and reporting, and 61% appreciating its role in streamlining research, AI is helping PR teams become more data-driven, efficient, and focused on delivering measurable results.
What are the biggest perks
of introducing AI to the PR industry?
2024
2023
Automation of repetitive tasks, freeing up time for more strategic work
75
%
77
%
Faster and easier research
61
%
59
%
Increased efficiency and productivity
55
%
61
%
Better measurement and reporting for PR activities
40
%
28
%
Enhanced media monitoring and analysis
37
%
28
%
Improved and automated content creation
36
%
42
%
Reduced costs and resources required for PR activities
35
%
44
%
Other
3
%
3
%
2024
2023
Automation of repetitive tasks, freeing up time for more strategic work
75
%
77
%
Faster and easier research
61
%
59
%
Increased efficiency and productivity
55
%
61
%
Better measurement and reporting for PR activities
40
%
28
%
Enhanced media monitoring and analysis
37
%
28
%
Improved and automated content creation
36
%
42
%
Reduced costs and resources required for PR activities
35
%
44
%
Other
3
%
3
%
Critical Skills for
PR Pros in the AI Era
Data analysis skills decline as AI takes over
The importance of data analysis and interpretation skills in PR has dropped by 8% from 2023 to 2024, reflecting a growing reliance on AI to handle these tasks. As AI capabilities expand, PR professionals are shifting their focus to more uniquely human skills that AI can't replicate.
What skills will become more important for
PR pros as AI becomes more prevalent in the industry?
Critical thinking
76
%
Ability to adapt and learn
new technology quickly
new technology quickly
66
%
Editing and storytelling skills
65
%
Creative thinking and ideation
61
%
Others
3%
3%
Emotional intelligence
and empathy for
building relationships
and empathy for
building relationships
52
%
Data analysis and interpretation
44
%
Ability to identify and address the ethical implications of AI
41
%
Critical thinking
76
%
Ability to adapt and learn
new technology quickly
new technology quickly
66
%
Editing and storytelling skills
64
%
Creative thinking and ideation
59
%
Others
3%
3%
Emotional intelligence
and empathy for
building relationships
and empathy for
building relationships
56
%
Data analysis and interpretation
52
%
Ability to identify and address the ethical implications of AI
48
%
2024
2023
Critical thinking
76
%
76
%
Ability to adapt and learnnew technology quickly
66
%
66
%
Editing and storytelling skills
65
%
64
%
Creative thinking and ideation
61
%
59
%
Emotional intelligenceand empathy forbuilding relationships
52
%
56
%
Data analysis and interpretation
44
%
52
%
Ability to identify and address the ethical implications of AI
41
%
48
%
Other
3
%
3
%
What’s Next in PR Tech
The future of PR is about balancing AI's efficiency with the irreplaceable human touch. As AI takes over routine tasks, PR pros must double down on creativity, storytelling, and relationship-building—areas where machines can’t compete. Expect a shift towards strategic roles, with a growing focus on managing relationships and delivering measurable ROI.
Tonya McKenzie
PR & Leadership Consultant, CEO of Sand&Shores
How Will PR Professionals' Roles Change Next Year?
There will be a greater call for:
01
Balancing AI Integration with Human Creativity
02
Prioritizing Strategic and Creative Skills
03
Increased Focus on Relationship Management
04
Attention on AI's Impact on PR Quality
05
The Critical Role of Adaptation and Skill Development
06
Shifting PR Roles Towards ROI-Driven Responsibilities
PR professionals now have access to a wealth of data and advanced technology, a resource once reserved for marketers. This means more informed decisions, more targeted strategies, and a sharper focus on ROI, especially in times of tight budgets.
PR professionals now have access to a wealth of data and advanced technology, a resource once reserved for marketers. This means more informed decisions, more targeted strategies, and a sharper focus on ROI, especially in times of tight budgets.
About Prowly
We’re a technology company that has created an all-in-one public relations management platform that helps growth-oriented professionals earn media coverage through creative storytelling, personalization, and innovative technology.
Thanks to Prowly, users are able to foster long-term relationships with journalists by drafting effective strategies based on industry data and prove their value to clients and stakeholders with easy-to-understand insights and metrics.
The solution has been successfully conquering the global PR software market for the past 10 years, and today it has already been used by more than 7,000 users in over 70 countries.
LEARN MORE