PR Industry Statistics & Data

Earned media is perceived as 4.1 times more credible than paid advertising.

Of consumers trust earned media (press coverage, reviews) over all other forms of advertising.

Average number of pitches journalists receive per day, up from 3.2 in 2020.

Average email pitch open rate for PR professionals.

Pitches that result in published coverage, highlighting the need for quality over quantity.

ROI multiplier for earned media compared to equivalent ad spending.

Of business leaders who have experienced at least one crisis in the past five years.

Of companies that have a formal crisis communications plan in place.

The "golden hour" — companies that respond to a crisis within 60 minutes see 40% less reputational damage.

Average cost of a major corporate crisis, including legal fees, lost revenue, and PR recovery.

Of consumers expect a company to respond to negative news within 24 hours.

Of consumers say transparency during a crisis improves their trust in a brand.

Average monthly PR retainer fee for mid-market companies.

Of PR agencies that now offer integrated marketing services alongside traditional PR.

Of PR agencies that have developed AI-powered tools for client work.

Of clients who value strategic counsel over tactical execution when hiring PR agencies.

Average staff turnover rate at PR agencies, down from 30% in 2022.

Of PR agencies that offer remote or hybrid work arrangements.