The latest PR news from the Holmes Report.
Opinion and commentary from the Holmes Report.
The Holmes Report's Echo Chamber PR show lifts the lid on key stories and trends.
Latest video interviews and campaigns from the Holmes Report.
Long-form journalism that analyzes the issues, challenges and opportunities facing the business and practice of PR.
Industry-leading analysis of the PR stories that matter.
Up close and personal with leaders from the marketing and PR worlds.
Keeping up with the latest thinking on PR industry expansion.
Coverage of the Cannes Lions from the Holmes Report in association with ICCO.
Coverage of the World Economic Forum in Davos.
The Holmes Report's annual analysis of the top reputation crises to rock the corporate sector.
The Holmes Report's annual forecast of trends that will impact the PR world in the year ahead.
Diversity & inclusion trends, views and analysis from the Holmes Report.
Creative work, trends and views from the global public relations industry.
Dedicated to exploring the new frontiers of PR as it dives deeper into social media, content and analytics.
Our coverage of key technology PR trends and challenges from around the world of digital communications.
From brand marketing to conscious consumerism, coverage of key marketing and PR trends worldwide.
Coverage of global corporate reputation and communications news and trends, from the leading online corporate PR news website The Holmes Report. Subscribe today!
The Holmes Report's coverage, analysis and news around the rapidly-shifting area of employee engagement and internal communications.
Sports PR news, diversity & inclusion trends, views and analysis from the Holmes Report. Subscribe today for the very latest in the world of sports communications.
The Holmes Report's definitive global benchmark of global PR agency size and growth, new for 2018.
The Holmes Report's annual selections for PR Agencies of the Year, across all of the world's major markets.
The world's 100 most powerful corporate communicators.
The Holmes Report profiles marketing and communications innovators from across North America, EMEA and Asia-Pac.
The most creatively awarded PR campaigns and agencies in the world.
In-depth annual research into the PR industry's efforts to raise creative standards.
The key global benchmark of PR agency rankings, industry size and global trends.
The world's biggest PR awards programme, dedicated to benchmarking the best PR work from across the globe.
The biggest PR conference of the year, a high-level forum designed for senior practitioners to address the critical issues that matter most.
Exploring the innovation and disruption that is redefining influence and engagement.
Unrivalled insight into the world's best PR agencies, across specialist and geographic categories.
Bringing together in-house comms leaders with PR firms to discuss critical global issues.
The PR industry’s most comprehensive listing of firms from every region and specialty
Find the latest global PR and communications jobs from the Holmes Report. From internships to account executives or directors. See all our PR jobs here.
Content from the Holmes Report's premium partners.
The Holmes Report's editorial series published in collaboration with partners.
Influence 100: Introduction & Methodology
The Profiles | Who Are the 100 & Their Early Years | Teams, Budgets & Agencies | The Big Questions & Inspiration | The Crossover Stars | The Rising Stars
The following research is based on responses from a survey sent to this year's Influence 100, and when applicable, our own analysis and research. Because of rounding, some percentages might exceed 100%.
This year, for the first time, we asked respondents how their CEOs evaluate their function. Reputation benchmarking, by far, came out on top. Interestingly, one of the options — sales and lead generation — garnered no responses. Several respondents, however, did indicate their CEOs evaluate PR/communications using "all of the above." Other notable responses:
"A mix of external and internal analytics. No single measure or methodology."
"A variety of ways including all the above mentioned plus others like speed of adaption to change by employees [internal coms], strategic advancement of a specific narrative externally etc."
"All of the above plus tactical analytics."
"Support business growth, investor confidence, reputation."
"On our ability to help enable business outcomes as part of integrated teams."
All of the respondents have considerable input on how much their organizations spend on communications. When asked the same question about marketing spend, only 60% report having considerable input on spend— 18% do not have input (the rest answered neutrally). Perhaps most notably, 36% report having considerable input on overall business spend at their organizations — 33% don't feel they have an input and the remaining were neutral.
This year, we also explored the way organizations are using data & analytics to drive and evaluate their marketing and communications efforts. Here's what we found:
- 30% of respondents always use data to allocate resources and spend, meanwhile 50% do this either usually (27%) or about half the time (23%). Only 20% report rarely using data to allocate their resources and spend.
- 79% use data and analytics for research and planning always (38%) or most of the time (41%), 14% do this about half the time and 7% do so rarely.
- When it comes to using data to alter the course of a campaign in real-time, 62% of respondents do this always (28%) or usually (34%) while 17% do this about half the time and 20% do so rarely.
- 80% of respondents use data and analytics to measure the business impact of their efforts, the rest do this about half the time (13%) or rarely (7%).
The Future CCO
Also new this year, we asked respondents their prediction for the future of the CCO role. "The CCO role will continue to grow in importance and influence," said one respondent. "Comms and reputation management are on the rise: marketing is struggling to find its new mission in post-brand advertising world where the 30-second TV spot has been made redundant."
"As the lines between Comms and Marketing continue to blur, as people engage and consume information from an ever-changing array of sources, and the need to demonstrate ROI increases, the CCO role must adapt/be adapted to succeed and thrive in a 'post-PR' world," said another respondent. "Increasingly the CCO is leveled to report to the CMO. This trend should worry all of us in the industry."
We feel that the views of the reader are as important as the views of the writer. Please contact us at [email protected]Signup For Our Newsletter Media Kits/Editorial Calendar Jobs Postings Sitemap
© The Holmes Report 2019