GITNUXREPORT 2025

Public Relations Statistics

Public relations boosts trust, coverage, and ROI through digital, authentic storytelling.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

Our Commitment to Accuracy

Rigorous fact-checking • Reputable sources • Regular updatesLearn more

Statistic 1

Crisis communication incidents involving social media increased by 47% in the last five years

Statistic 2

50% of PR campaigns incorporate CSR (Corporate Social Responsibility) messaging

Statistic 3

77% of consumers are influenced by how brands respond during crises

Statistic 4

46% of organizations believe that crisis communication plans have become more complex due to social media

Statistic 5

49% of brands report increased media coverage after implementing crisis communication strategies

Statistic 6

47% of consumers trust brands more when they participate in social or environmental causes

Statistic 7

83% of PR campaigns include social media as a primary channel

Statistic 8

40% of public relations campaigns now include multimedia elements

Statistic 9

37% of PR budgets are allocated to content creation

Statistic 10

65% of PR efforts focus on digital channels, up from 54% in 2022

Statistic 11

42% of brands utilize AR (Augmented Reality) in their PR campaigns

Statistic 12

The average length of a successful PR pitch email is 63 words

Statistic 13

58% of organizations plan to adopt AI-driven media monitoring tools by 2025

Statistic 14

64% of PR professionals believe that adaptive storytelling is key to modern campaigns

Statistic 15

58% of PR campaigns utilize influencer partnerships to enhance message reach

Statistic 16

66% of B2B companies say thought leadership content is vital to their PR strategy

Statistic 17

60% of PR practitioners say that mobile optimization is critical for successful digital campaigns

Statistic 18

39% of PR professionals believe that training in new technology is essential for future success

Statistic 19

63% of companies plan to increase their PR budgets in 2024

Statistic 20

The global PR industry is valued at $102 billion in 2023

Statistic 21

45% of PR professionals believe AI will significantly impact their work by 2025

Statistic 22

The use of influencer relations in PR increased by 33% over the past year

Statistic 23

89% of brands intend to increase their investment in digital PR over the next year

Statistic 24

46% of PR professionals believe that podcasts are an underutilized channel

Statistic 25

89% of organizations plan to increase their investment in influencer marketing in 2024

Statistic 26

The number of PR professionals working remotely increased by 55% in the past three years

Statistic 27

41% of PR campaigns are now focused on sustainability and environmental issues

Statistic 28

91% of PR professionals say measuring ROI is vital for campaign success

Statistic 29

58% of organizations use analytics tools to track media coverage and sentiment

Statistic 30

40% of public relations professionals report feeling overwhelmed by data and analytics

Statistic 31

29% of PR budgets are allocated to analytics and measurement tools

Statistic 32

55% of organizations report positive ROI from employee advocacy programs

Statistic 33

Press releases are still used by 84% of B2B companies for their PR strategies

Statistic 34

78% of organizations see increased media coverage as a result of strategic Public Relations

Statistic 35

The average ROI for public relations is 5.7x the investment

Statistic 36

85% of journalists trust the information provided in press releases

Statistic 37

Visual content in press releases increases pick-up rate by 80%

Statistic 38

62% of marketers say that public relations is their most effective content marketing tactic

Statistic 39

56% of consumers report that they follow brands primarily for their PR messaging

Statistic 40

59% of companies have dedicated PR teams

Statistic 41

44% of consumers say real-time responses from brands boost their brand loyalty

Statistic 42

69% of executives agree that managing their online reputation is crucial for success

Statistic 43

52% of journalists prefer receiving news via email compared to other methods

Statistic 44

74% of consumers trust editorial content more than brand advertising

Statistic 45

65% of PR professionals believe storytelling is the most effective way to engage their audience

Statistic 46

54% of companies report that employee advocacy significantly improves their PR outcomes

Statistic 47

81% of consumers trust recommendations from friends over traditional advertising

Statistic 48

85% of journalists complain about receiving too many press releases, often leading to less coverage

Statistic 49

63% of millennials prefer to learn about brands via social media stories

Statistic 50

66% of journalists say social media is their primary source for news

Statistic 51

70% of consumers are more likely to trust a brand that responds publicly to reviews and feedback

Statistic 52

76% of people trust online reviews as much as personal recommendations

Statistic 53

73% of organizations view media relations as their most important PR tactic

Statistic 54

83% of Americans get their news from social media

Statistic 55

69% of organizations include multimedia in their press releases

Statistic 56

76% of public relations campaigns now incorporate video content

Statistic 57

70% of consumers say authenticity is very important when deciding which brands they like and support

Statistic 58

67% of consumers pay more attention to brands that are transparent about their practices

Statistic 59

87% of consumers pay attention to online reviews before purchasing

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Sources

Our Reports have been cited by:

Trust Badges - Publications that have cited our reports

Key Highlights

70% of consumers say authenticity is very important when deciding which brands they like and support
Press releases are still used by 84% of B2B companies for their PR strategies
78% of organizations see increased media coverage as a result of strategic Public Relations
63% of companies plan to increase their PR budgets in 2024
The average ROI for public relations is 5.7x the investment
85% of journalists trust the information provided in press releases
Visual content in press releases increases pick-up rate by 80%
62% of marketers say that public relations is their most effective content marketing tactic
56% of consumers report that they follow brands primarily for their PR messaging
The global PR industry is valued at $102 billion in 2023
59% of companies have dedicated PR teams
45% of PR professionals believe AI will significantly impact their work by 2025
44% of consumers say real-time responses from brands boost their brand loyalty

With 70% of consumers valuing authenticity and 85% trusting press releases, today’s public relations landscape proves that strategic storytelling, multimedia content, and digital innovation are fueling a global industry valued at over $102 billion—making PR more vital than ever in building credible, engaging brands.

Crisis Management and Social Responsibility

Crisis communication incidents involving social media increased by 47% in the last five years
50% of PR campaigns incorporate CSR (Corporate Social Responsibility) messaging
77% of consumers are influenced by how brands respond during crises
46% of organizations believe that crisis communication plans have become more complex due to social media
49% of brands report increased media coverage after implementing crisis communication strategies
47% of consumers trust brands more when they participate in social or environmental causes

Crisis Management and Social Responsibility Interpretation

As social media amplifies both crises and CSR narratives, nearly half of organizations grapple with more complex communication strategies while consumers increasingly judge brands not just by their products, but by how they respond and engage with social issues—making crisis management as much about reputation as reputation itself.

Digital and Content Strategies

83% of PR campaigns include social media as a primary channel
40% of public relations campaigns now include multimedia elements
37% of PR budgets are allocated to content creation
65% of PR efforts focus on digital channels, up from 54% in 2022
42% of brands utilize AR (Augmented Reality) in their PR campaigns
The average length of a successful PR pitch email is 63 words
58% of organizations plan to adopt AI-driven media monitoring tools by 2025
64% of PR professionals believe that adaptive storytelling is key to modern campaigns
58% of PR campaigns utilize influencer partnerships to enhance message reach
66% of B2B companies say thought leadership content is vital to their PR strategy
60% of PR practitioners say that mobile optimization is critical for successful digital campaigns
39% of PR professionals believe that training in new technology is essential for future success

Digital and Content Strategies Interpretation

As PR campaigns increasingly embrace social media, multimedia, AR, and AI, professionals recognize that adaptive storytelling, mobile optimization, and innovative tech training are now essential—proving that in the digital age, being versatile isn't just an asset, but the very backbone of effective reputation management.

Industry Trends and Budgets

63% of companies plan to increase their PR budgets in 2024
The global PR industry is valued at $102 billion in 2023
45% of PR professionals believe AI will significantly impact their work by 2025
The use of influencer relations in PR increased by 33% over the past year
89% of brands intend to increase their investment in digital PR over the next year
46% of PR professionals believe that podcasts are an underutilized channel
89% of organizations plan to increase their investment in influencer marketing in 2024
The number of PR professionals working remotely increased by 55% in the past three years
41% of PR campaigns are now focused on sustainability and environmental issues

Industry Trends and Budgets Interpretation

With 63% of companies ramping up their PR budgets in 2024 and nearly nine in ten brands investing more in digital and influencer marketing—alongside the rise of remote professionals and a focus on sustainability—it's clear that the industry is embracing innovation and purpose-driven storytelling, even as AI prepares to reshape the craft in the coming years.

Measurement and Analytics

91% of PR professionals say measuring ROI is vital for campaign success
58% of organizations use analytics tools to track media coverage and sentiment
40% of public relations professionals report feeling overwhelmed by data and analytics
29% of PR budgets are allocated to analytics and measurement tools
55% of organizations report positive ROI from employee advocacy programs

Measurement and Analytics Interpretation

While a convincing majority of PR pros recognize that measuring ROI is essential and more than half harness analytics to gauge media sentiment, nearly half feel overwhelmed by the data deluge, highlighting a pressing need for strategic clarity—especially as organizations increasingly find employee advocacy a cost-effective path to positive returns.

Media Engagement and Trust

Press releases are still used by 84% of B2B companies for their PR strategies
78% of organizations see increased media coverage as a result of strategic Public Relations
The average ROI for public relations is 5.7x the investment
85% of journalists trust the information provided in press releases
Visual content in press releases increases pick-up rate by 80%
62% of marketers say that public relations is their most effective content marketing tactic
56% of consumers report that they follow brands primarily for their PR messaging
59% of companies have dedicated PR teams
44% of consumers say real-time responses from brands boost their brand loyalty
69% of executives agree that managing their online reputation is crucial for success
52% of journalists prefer receiving news via email compared to other methods
74% of consumers trust editorial content more than brand advertising
65% of PR professionals believe storytelling is the most effective way to engage their audience
54% of companies report that employee advocacy significantly improves their PR outcomes
81% of consumers trust recommendations from friends over traditional advertising
85% of journalists complain about receiving too many press releases, often leading to less coverage
63% of millennials prefer to learn about brands via social media stories
66% of journalists say social media is their primary source for news
70% of consumers are more likely to trust a brand that responds publicly to reviews and feedback
76% of people trust online reviews as much as personal recommendations
73% of organizations view media relations as their most important PR tactic
83% of Americans get their news from social media
69% of organizations include multimedia in their press releases
76% of public relations campaigns now incorporate video content

Media Engagement and Trust Interpretation

Despite the high reliance on press releases, multimedia storytelling and social media engagement now dominate effective PR, as brands and journalists alike recognize that credible content—preferably interactive and authentic—delivers far greater trust, reach, and ROI than traditional announcements alone.

Trust

70% of consumers say authenticity is very important when deciding which brands they like and support
67% of consumers pay more attention to brands that are transparent about their practices
87% of consumers pay attention to online reviews before purchasing

Trust Interpretation

In an era where authenticity reigns supreme, it's clear that consumers are not only demanding transparency and truth from brands but are also scrutinizing online reviews as their modern-day reputation guardians, shaping support and spending habits with unwavering precision.