43% of PR Pros Measuring More in Shaky Economy, Yet 69% Battle Measurement Barriers

It’s Communication Measurement Month 2022 and the U.S. is in an inflationary period. On top of that, some observers anticipate recession in 2023. In both scenarios, scrutiny over business spending should increase.

With the anticipated challenging macroeconomic environment in 2023, “business leaders…in every industry are being asked to demonstrate their value. And PR leaders are no different,” says Nigel Glennie, SVP, global communications, Ecolab.

Yet our annual Measurement Month survey (120 respondents, fielded online Oct. 11-26, 2022) shows few differences from results in our 2021 poll. Both surveys contain reasons for optimism about communication measurement and analytics, as well as concerns for its health. This dichotomy spurred much discussion.
Uncertainty and Measurement
It’s notable that both surveys were fielded at uncertain moments.

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