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, according to recent research from JOTW and Sword and the Script.

The report was based on data from a survey conducted in February and March 2020 among 300 PR and communications professionals.

In addition to data and analytics and storytelling, respondents cite content marketing, business social responsibility, and thought leadership as the other top tactics/skills they expect to become more important in the next 12 months.

Top Challenges

PR and communications professionals say the top challenges they face are measuring the impact of their efforts and dealing with executive teams that don't understand their work.

Media Relations

Some 70% of PR and communications professionals say the media relations function is becoming more difficult.

Just over half (52%) of respondents say embargoes are still an important media relations tool, 64% say exclusives are still an important tool, and 61% say press releases are still an important tool.

About the research: The report was based on data from a survey conducted in February and March 2020 among 300 PR and communications professionals.