Marketing and Earned Media Statistics

Brand Relationships

  • Only 23 per cent of millennial consumers say they have a relationship with brands, more than half say that they have brand complaints that aren’t addressed. (Inc., August 2017)

Comms Transformations

  • 16 percent of senior communications leaders spend at least one-fifth of their annual budget on measuring, monitoring and understanding the impact of comms programs. That is up from 11 percent in 2017. (PRWeek/Cision 2018 Global Comms Report, November 2018)
  • 49 percent of senior communications leaders devote at least 10 percent of their annual budget to measurement, a slight uptick from the 47 percent who said so last year. (PRWeek/Cision 2018 Global Comms Report, November 2018)
  • 63 percent of in-house communications leaders report that comms is part of the marketing function at their brand. While 37 percent indicate that comms is not part of the marketing function. (PRWeek/Cision 2018 Global Comms Report, November 2018)
  • 61 percent of senior communications leaders say they have data that gives them a strong sense of how many people actually read content. (PRWeek/Cision 2018 Global Comms Report, November 2018)
  • 43 percent of senior communications leaders have data that gives them a strong sense of what people do after they consume the content. (PRWeek/Cision 2018 Global Comms Report, November 2018)
  • 49 percent of senior communications leaders have data that gives them a strong sense of whether there was any real-world behaviour driven from the content. (PRWeek/Cision 2018 Global Comms Report, November 2018)
  • 33 percent of senior communications leaders place media monitoring among their top three most important brand activities; 25 percent did so last year. (PRWeek/Cision 2018 Global Comms Report, November 2018)
  • 54 percent of senior communications leaders place analytics and reporting among the top three most important activities for brands; 45 percent did so last year. (PRWeek/Cision 2018 Global Comms Report, November 2018)
  • 54 percent of senior communications leaders deem paying influencers an important part of their influencer strategy; 48 percent said so last year. (PRWeek/Cision 2018 Global Comms Report, November 2018)
  • 63 percent of Canadian senior communications leaders make a concerted effort to stay in touch with the media even when there is no current story to be covered. (PRWeek/Cision 2018 Global Comms Report, November 2018)
  • 57 percent of Canadian senior communications leaders consider traditional journalists among the most important audiences for their content. (PRWeek/Cision 2018 Global Comms Report, November 2018)

Marketing Communications Challenges

  • When senior marcomms leaders were asked to identify the areas they need to improve upon most in terms of technology and data, “talent” was tied with “tools” as the top answer at 36 percent. In 2017, 41 percent selected “tools” while 32 percent chose “talent.” (PRWeek/Cision 2018 Global Comms Report, November 2018)
  • 77 percent of senior communications leaders indicate that comms can still do a better job at measuring and proving its impact on business objectives. (PRWeek/Cision 2018 Global Comms Report, November 2018)
  • 75 per cent of brands say identifying the right influencers is their biggest challenge to paid media campaigns. (emarketer, July 2015)
  • 72 per cent of marketers rate “Difficulty identifying and engaging with right prospects at the right time” as a problem and barrier toward achieving their marketing objectives. (Cision The Earned Media Opportunity, June 2016)
  • When asked to identify the top three biggest challenges in implementing an earned media strategy, 60 per cent of marketing/communications professionals chose identifying and connecting with key influencers, 52 per cent chose measuring financial impact of programs/prove ROI and 42 per cent chose creating compelling content. (Cision Earned Media Influential in Performance Marketing)
  • 73 percent of senior communications leaders deem “aligning metrics to revenue or vital business KPIs” as the most difficult challenge facing comms measurement. (PRWeek/Cision 2018 Global Comms Report, November 2018)
  • 47 percent of senior communications leaders place competing with paid media for budget among their top three most difficult challenges (PRWeek/Cision 2018 Global Comms Report, November 2018)
  • Globally, 51 percent of senior communications leaders placed tightening budgets among their top three most difficult challenges, followed by “inability to measure impact effectively” (50%) and competing with paid media for budget (47%). (PRWeek/Cision 2018 Global Comms Report, November 2018)

Earned Media Strategy & Spending

  • 75 per cent of marketers plan to increase PR spend over the next five years. (THEDRUM, May 2017)
  • Public relations (a pull marketing tactic) is rated more effective by both B2B and B2C marketers for lead generation than push tactics such as print, TV and radio, as well as mobile and native advertising. (Cision The Earned Media Opportunity, June 2016)
  • 47 per cent of comms leaders spend between one and 10 per cent of their budget on collecting data to understand the impact of comms programs. (PRWeek/Cision 2017 Global Comms Report, November 2017)
  • 60 per cent of Canadian comms pros feel they are always able to effectively identify the right influencers to target with initiatives and, in turn, impact customer behaviour. (PRWeek/Cision 2017 Global Comms Report, November 2017)
  • 63 per cent of Canadian comms pros said end-consumer data either plays a small role or no role at all in helping them determine what influencers to choose for their programs. (PRWeek/Cision 2017 Global Comms Report, November 2017)

Media Relations Statistics

State of Journalism

  • Between 1994 and 2014, newsrooms have shed over 20,000 jobs, representing a 39 per cent decline. (Pew Research, June 2016)
  • The largest proportion of Canadian media, 64 per cent, said their reliance on PR professionals has not changed in 2017. (Cision State of the Media Report, March 2017)
  • The public has not become a key source of information with only 21 per cent of journalists saying it was one of their two key sources of information, suggesting Canadian journalists are cautious about using the public for gathering stories. (Cision 2017 Canadian Social Journalism Study, October 2017)

Media Outreach

  • Journalists continue to prefer email as the primary means of contact, with more than 90 per cent indicating it as the best way to directly pitch a story idea. (Cision State of the Media Report, March 2017)
  • 58 per cent of influencers and journalists said displaying knowledge of past work, interests and beats is what drove them to pursue a story. (Cision State of the Media Report, March 2017)
  • 82 per cent of journalists say PR professionals can improve by researching and understanding their media outlet. (Cision State of the Media Report, March 2017)
  • 72 per cent of journalists say PR professionals can improve by tailoring the pitch to suit their beats/coverage. (Cision State of the Media Report, March 2017)

Social Media

  • Forty-one and a half per cent of journalists, bloggers and influencers chose Facebook as the most valuable channel for audience engagement. (Cision State of the Media Report, March 2017)
  • Social networks are the most used platforms and 45 per cent of Canadian journalists use five or more types of social media regularly. (Cision 2017 Canadian Social Journalism Study, October 2017)
  • Audience interaction is an important activity for many Canadian journalists on social media, with 11 per cent engaging with their audience via social media every hour and a further 45 per cent daily. (Cision 2017 Canadian Social Journalism Study, October 2017)
  • More than half (52 per cent) of Canadian journalists feel they could not carry out their work without social media, which is a higher figure than the 43 per cent who said the same in 2012. (Cision 2017 Canadian Social Journalism Study, October 2017)
  • In 2012, 83 per cent of journalists said they were using social networks for work at least once a week compared to 90 per cent in 2017. (Cision 2017 Canadian Social Journalism Study, October 2017)
  • 77 per cent of journalists said that they used microblogs regularly for their work in 2012, that figure dropped to 67 per cent in 2017. (Cision 2017 Canadian Social Journalism Study, October 2017)
  • 45 per cent of Canadian journalists reported that they use more than five types of social media at least once a week for work, 80 per cent used more than three kinds of platforms and only eight per cent worked with only one type of social media. (Cision 2017 Canadian Social Journalism Study, October 2017)
  • 82 per cent of Canadian journalists reported using social media for their work daily, with 38 per cent saying that they use the tools for three hours or more a day. (Cision 2017 Canadian Social Journalism Study, October 2017)
  • Canadian Lifestyle, Fashion, Sports and Entertainment, and Culture journalists emerged as the ones spending the longest time on social media with 54 per cent staying on the platforms for three hours or longer a day. (Cision 2017 Canadian Social Journalism Study, October 2017)
  • The majority (76 per cent) of Canadian business and industry specialist journalists use social platforms daily, but only four per cent of them stayed longer than four or more hours a day. (Cision 2017 Canadian Social Journalism Study, October 2017)
  • 46 per cent of Canadian journalists think that social media is very important for monitoring other media/what’s going on. (Cision 2017 Canadian Social Journalism Study, October 2017)
  • Social networking and microblogging sites are used less regularly by journalists in 2017 to post comments daily (46 per cent) compared to 2012 (50 per cent). (Cision 2017 Canadian Social Journalism Study, October 2017)
  • 51 per cent of Canadian journalists said they were reliant on social media for engagement with their audience to a large extent. (Cision 2017 Canadian Social Journalism Study, October 2017)
  • Canadian Freelance journalists were more likely to interact with their audience daily or hourly on social media (76 per cent) compared to full-time employed journalists (63 per cent). (Cision 2017 Canadian Social Journalism Study, October 2017)
  • Unsurprisingly 72 per cent of Canadian journalists stated that social media was the first choice of communication with the public – it affords journalists a unique method of communication with their audience. (Cision 2017 Canadian Social Journalism Study, October 2017)
  • 71 per cent of Canadian journalists agreed that social media has fundamentally changed their role as a journalist, while in 2016 the figure was 76 per cent. (Cision 2017 Canadian Social Journalism Study, October 2017)
  • Less than half of Canadian journalists agreed that overall social media has had a positive impact on journalism (40 per cent agreed, 25
    per cent disagreed). (Cision 2017 Canadian Social Journalism Study, October 2017)
  • 59 per cent of Canadian journalists agreed or strongly agreed that social media was undermining traditional values such as objectivity (Cision 2017 Canadian Social Journalism Study, October 2017)
  • The vast majority of Canadian journalists also thought (86 per cent agreed or strongly agreed) that social media was encouraging journalists to focus on speed rather than analysis. (Cision 2017 Canadian Social Journalism Study, October 2017)