7 Public Relations facts and stats you should know in 2023

What IS going on in the world of Public Relations (PR) these days? We wanted to round up a few stats that you should absolutely be aware of in 2023. Stats allow you to get a better understanding of what’s going on and what COULD happen. Whether you are a marketing or communications professional or you are a solo entrepreneur looking to build brand awareness for your company (or yourself!), here are 7 interesting facts about PR.

Thursday is the best day to send press releases.

Timing will always be a question that comes up regularly. You can ask 10 different people and get 10 different answers, but this source argues that Thursdays are best days with a 27% email open rate. And – regardless of the day – don’t send your release in the afternoon between 2 – 6 PM unless you don’t want it opened…

If you’re having trouble figuring out when to send your release, think of your own email habits and how your day goes. Mornings tend to be more controlled and by the afternoon there is a lot going on. Friday afternoons, most people don’t even bother checking email or they look and don’t deal with it if it’s not urgent. And Mondays are… well, Mondays.

64% of journalists prefer to receive pitches in the morning

In case you needed more convincing of the point above, journalists WANT to get your pitches in the morning before the day sets in. When it comes to PR professionals, 85% say they are more successful in the morning.

Expect a press release to cost between $400 to $2,000

Considering having a press release (AKA media release) written, but you’re not sure of the cost? Expect to pay between $400 and $2,000. PR professionals usually quote based on length and experience. And remember that if you want to use a newswire service to send it out, that is an extra cost.

Over 73% of journalist are looking for press releases online

Put your release over the wire. Get it out there. Journalists are always looking for their next story and your email may just not get to them.

Almost 60% of PR professionals say it’s a challenge to get responses from journalists

I always feel seen when I read these stats. When you get your next PR report, just know that 59% of PR professionals have trouble getting media responses. Sometimes that can make the process feel VERY slow. Stick to your strategy, let it breathe. And if necessary make changes after you find it’s not working.

Creating content is a problem for 9 in 10 PR professionals

OK. I took a deep breath when I read this one… This statistic is unfortunate in the context of AI being introduced to PR. Writing is an art form and there are a lot of corners that get cut – which leads to 9 in 10 PR pros struggling to create effective content. In reality, if you lay the proper brand and messaging foundation, creating content should be consistent and fairly easy.

59% of PR professionals say technology will change the industry

Well, this is a given. I am surprised this number isn’t higher. In the last decade technology has shifted the entire industry – even only taking media relations into account. The whole landscape has changed due to digital platforms. The challenge is HOW will it transform the industry overall moving forward? How will we use tools like AI to make our jobs more efficient while still keeping the integrity of PR?

Bonus: Expect to pay anywhere from $20 to $500 (or more!) per hour for PR services.

I actually know some corporate communications agencies that charge $800/hour for some of their consultants! Like the press release cost, you can expect to pay more or less based on experience – but also the size of the company you’re working with. If you’re working with a freelancer or a junior consultant in an agency, you’ll likely be at the lower end of the spectrum.

Have questions about how you can use PR to help your business grow? Book a free consultation with us!