It was today that Cision, a global leader in consumer and media intelligence, engagement, and communication solutions, partnered with PRWeek to release the 2024 Global Communications Report: Elevating & Evolving, highlighting the evolving role of strategic communicators as business drivers.. In this seventh year of the annual report, more than 400 PR and corporate communications professionals from across ten countries take part in an in-depth analysis of what it means to be a strategic communications professional in today's world. A new report sheds some light on the challenges and opportunities the media industry is currently facing amid factors like increased pressure to prove impact, highly sophisticated data and analytics, emerging technologies such as artificial intelligence, and shifting consumer behaviors, along with a complex media landscape.
A new report sheds some light on the challenges and opportunities the media industry is currently facing amid factors like increased pressure to prove impact, highly sophisticated data and analytics, emerging technologies such as artificial intelligence, and shifting consumer behaviors, along with a complex media landscape.
One of the most intriguing findings of the report is the fact that PR and corporate communications teams play an increasingly important role in the executive suite - and that they are increasingly dependent on them.. It is estimated that nearly half (41%) of the senior-most communication leaders report directly to the CEO, and an impressive 92% say that their C-suite sought their advice more often than in years prior, up from 87% in 2021 who said the same.. With this level of influence, there is a corresponding increase in expectations in terms of how communicators can make a difference to the bottom line. It has been reported that the PR and communications teams are feeling more pressure than ever to play a key role in moving the needle on business factors such as revenue, share of voice, and overall brand equity.. In an attempt to identify the factors that CEOs consider the most important for their communication, nearly two-thirds (60%) of respondents chose "building sustainable growth and value," an increase of 6 percentage points from just one year ago.. A number of other priorities are being considered as well, including the ability to respond in a timely manner to changing marketplace dynamics and opportunities (55%), customer acquisition and engagement (43%), and driving sales and revenue (42%).
A number of other priorities are being considered as well, including the ability to respond in a timely manner to changing marketplace dynamics and opportunities (55%), customer acquisition and engagement (43%), and driving sales and revenue (42%).
A key finding of the report is the fact that the role of - and dependencies on - PR and corporate communications teams within the C-suite are growing in importance and importance. It is estimated that 41 % of the senior-most communications leaders report directly to the CEO, and a remarkable 92% of them report that the C-suite sought their counsel more often last year than they had in prior years, up from 87% in 2021 who said the same.. It is with this level of influence that greater expectations are placed on communicators as to how they can influence the bottom line of businesses. It has been reported that PR and communication teams feel increased pressure to play a key role in moving the needle on business factors such as revenue, share of voice, and overall brand equity as well as business processes across their organizations. Among those who were asked to list the factors they consider CEOs' biggest priorities when it comes to communications, nearly two-thirds (60%) cited "building sustainable growth and value," a 6 percentage point increase over the same time last year when the survey was conducted. As part of this list, we also want to be able to respond in a timely manner to changing marketplace dynamics and opportunities (55%), acquire and engage new customers (43%), and drive sales and revenue (42%)
As part of this list, we also want to be able to respond in a timely manner to changing marketplace dynamics and opportunities (55%), acquire and engage new customers (43%), and drive sales and revenue (42%)
"Strategic communicators have...earned a seat at the table when it comes to influencing strategy and driving business outcomes," says Carrie Parker, Chief Marketing Officer at Cision.
In her view, "Strategic communicators have proven their value to the C-suite and have earned a place at the table when it comes to influencing strategy and delivering business outcomes," said Carrie Parker, Cision's Chief Marketing Officer. In order for PR and communications teams to drive transformative change, they must align their arsenal of tools and expertise with organizational goals.
A few additional report takeaways: Generative AI: A majority of PR and comms professionals (65%) have begun to experiment with generative artificial intelligence (AI) for generating content, writing press releases and conducting audience research. However, the degree of adoption varies, with 32% of comms teams describing their use as "frequent," and 33% describing it as "infrequent.".The rest of the respondents are only in the consideration stage of experimentation (27%), likely not to use them at all (7%) or unsure about their plans (1%) of using them at all.. Identifying Influence: Consumers are considered to be the most effective influencers for brands in order to boost brand awareness and improve sales, as brands look beyond celebrities to boost awareness and increase sales. A need for reliable data: Comms professionals are increasingly focusing on measurement, with 42% of them saying that they rely heavily on analytics and data - up from 30% who said the same thing last year.. There has been an increase in both the reliance on earned (53%) and paid (46%) social media segments over the past year. I have been working with Cision on the Global Comms Report for PRWeek since 2017, and I am very proud that we have been able to provide an enlightening and comprehensive global PR snapshot along with valuable advice from a variety of industry leaders each year." Gideon Fidelzeid, PRWeek Editorial Director, said..Now is the time to get your copy of the 2024 Global Communications Report.A little bit about CisionCision is a global leader in consumer and media intelligence, engagement, and communication solutions. With our tools, we provide PR and corporate communications, marketing, and social media professionals with the tools they need to excel in today's data-driven world.. In addition to our deep expertise, exclusive data partnerships, and award-winning brands, including CisionOne, Brandwatch, and PR Newswire, we also provide award-winning brands and products. More than 75,000 companies and organizations, including 84% of Fortune 500 companies, count on us to help them reach, understand, and be understood by the audiences that matter most to them..Contact Information: For media inquiries, please contact Cision Public Relations at [email protected] SOURCE Cision Ltd.
Contact Information: For media inquiries, please contact Cision Public Relations at [email protected] SOURCE Cision Ltd.
The following are additional takeaways from the report:
Since 2017, PRWeek has been working together with Cision on the Global Communications Report, and I have always been proud of what we have been able to put together, including an in-depth global PR snapshot, along with the expertise of many industry leaders," Gideon Fidelzeid, Editorial Director at PRWeek, said.
Now is the time to get your hands on the 2024 Global Communications Report.
Cision - What we do and who we are
In the world of consumer and media intelligence, engagement, and communication, Cision is the global leader. Providing PR and corporate communications professionals with the tools they need to excel in today's data-driven world is what sets us apart from our competitors. Our deep expertise, exclusive data partnerships, and award-winning brands and products, including CisionOne, Brandwatch, and PR Newswire, enable over 75,000 companies and organizations, including 84% of the Fortune 500, to see and be seen, understand and be understood by the audiences that matter the most to them, through our deep expertise, exclusive data partnerships, and award-winning brands and products.
Our deep expertise, exclusive data partnerships, and award-winning brands and products, including CisionOne, Brandwatch, and PR Newswire, enable over 75,000 companies and organizations, including 84% of the Fortune 500, to see and be seen, understand and be understood by the audiences that matter the most to them, through our deep expertise, exclusive data partnerships, and award-winning brands and products.
Please feel free to contact Cision Public Relations at [email protected] for any media inquiries that you may have.
Cision Ltd. is the source of this information.
CIsion, the world's leading provider of consumer and media intelligence solutions, as well as engagement and communication solutions, has published today the newest edition of the Global Communications Guide for 2024.
I am happy to share with you today that Cision, the world's leading provider of communications, participation, and intelligence solutions for media and consumers, released their Global Communications Report.

Source prnewswire