PRovoke Media & Opinium: World PR Report

PRovoke Media & Opinium: World PR Report

Produced annually, the World PR Report is an authoritative survey of senior PR executives and directors, providing insights into growth, investment, technology, ethics, mental health, diversity, measurement and social media, with a breakdown by seven geographic regions. The report was compiled from a survey of 300 PR executives conducted between August and September 2023.

The report shows, among other things: AI dominates the conversation among PR professionals. The widespread commercialization of AI in 2023 presents an enticing opportunity for agencies, with 86% (up from 40% in 2022) ranking AI among the top three most relevant technologies for the future of their business. Data science is pushed into second place with 41% (42% in 2022). The most important skill for the future is ‘mastering AI tools’, ranked in their top 3 by 45%, a new option for this year, rising above strategic consulting, 42%. The most important application of new technologies is ‘more efficient working’ with 55%, compared to 40% in the previous year and fourth place in 2022. Managers expect new technologies to have the greatest impact in the area of measurement and analysis (22%). If you would like to find out more, you can download the full report free of charge.