There is a push in the PR community to take data analysis to the next level. The next generation of communicators must turn communications data into something useful; they need to tie communications into larger business goals. But where does the current industry fall? To gain a better understanding of the day-to-day role of measurement and media analysis, PR News and PublicRelay surveyed selected communicators at the director level and, separately, at the VP level and above. Other key findings from the study highlight:•  Accuracy and Insightfulness are Essential. 61 percent of respondents desire to make media intelligence more insightful. The most important changes VP-level and director-level communicators desire from their media relations intelligence process is better accuracy and insight, above speed, lower cost and comprehensiveness.•  Inefficient Use of Time. Nearly 40 percent of director-level communicators find it difficult to understand the media data they receive and spend a large amount of time cleaning up the data to seek out legitimate insights. More than half of respondents are spending more time on media analysis and intelligence this year compared to last.•  Desire to Focus on Other Activities. 69 percent of communicators said they’d rather spend time building strategic messaging plans and 65 percent said they’d prefer to spend efforts pitching or focusing on influencer outreach rather than media analysis.Access the full report and discover the evolving and growing role that data is playing in communication strategy.

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