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"GREATER EXPECTATIONS"

Welcome to the 2024 PRWeek/Cision Global Comms Report

From our first report in 2017 to today, it has become clearer each year that communications’ prominence in and with the C-suite has risen. However, no previous report makes that assertion — and backs it up — more boldly than this one. 

In addition, this year’s Global Comms Report, the seventh annual iteration, digs deeper than ever into the “how” — and “how to” — in terms of tactics and tools PR is employing to answer that call.

To present the most comprehensive report possible on the global state of the discipline, 427 senior-level practitioners from 10 different countries answered questions about topics ranging from media to influencers, crisis to content.

In addition, ample attention is paid to two “newer” matters that are having a huge impact on communicators and all the brands they represent: generative AI and the fluid workplace situation (read: remote vs. hybrid vs. in-office).

Through copious data and expert commentary from top leaders, this eBook, Elevating & Evolving, tells the story of how communicators are doing just that. 

This must-read eBook highlights:

• New kids on the block: We introduce you to some newer social platforms that could be viable content options for brands
• The shifting powers of persuasion: Some interesting trends are revealed as to which influencers are impacting consumer behavior the most
• Comparative analysis: It’s always enlightening to see how responses differ between agency and in-house pros, as well as between practitioners in different regions
• All in a day’s work: We study the challenges, the priorities, the reporting structures, data and analysis tactics and more — all with an eye on how they impact the daily comms function
• And much more

As noted above, this year’s Global Comms Report is titled “Elevating & Evolving.” That is a very apt description of the current state of communications, but it is also very indicative of the goals PR pros need to continue pursuing. We believe this eBook is a helpful tool toward that end. We hope you enjoy it.

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