דו"ח חדש של Meltwater ו-We. Communications מגלה ש-90% מצוותי יחסי הציבור משלבים בינה מלאכותית גנרית בתהליכי העבודה שלהם.
דו"ח חדש של Meltwater ו-We. Communications מגלה ש-90% מצוותי יחסי הציבור משלבים בינה מלאכותית גנרית
בתהליכי העבודה שלהם.
סן פרנסיסקו, 14 בינואר 2026 (GLOBE NEWSWIRE) –
Meltwater, מובילה עולמית בתחום המדיה, המדיה החברתית
והאינטליגנציה הצרכנית, בשותפות עם We. Communications פרסמה את דוח מצב יחסי הציבור השנתי הראשון שלה, בהתבסס על תובנות של יותר מ-1,100
אנשי יחסי ציבור ותקשורת ברחבי העולם. הדו"ח מדגיש כיצד צוותי יחסי ציבור
מתמודדים עם ציפיות עולות, דרישות מדידה משתנות, ומשתמשים בבינה מלאכותית כיתרון
אסטרטגי – תוך מיצוב עצמי יותר ויותר כמנועים אסטרטגיים לערך עסקי.
New report from Meltwater and We.
Communications reveals 90% of PR teams are integrating generative AI into their
workflows
SAN FRANCISCO, Jan. 14,
2026 (GLOBE NEWSWIRE) –
Meltwater, a global leader
in media, social, and consumer intelligence, in partnership with We.
Communications, released its first annual State of PR Report, based
on insights from more than 1,100 PR and communications professionals worldwide.
The report highlights how PR teams are navigating rising expectations, evolving
measurement demands, and using AI as a strategic advantage – while increasingly
positioning themselves as strategic drivers of business value.
Key takeaways
from the report:
- AI is officially
mainstream: Over
90% of PR teams have already integrated generative AI into their workflows
for tasks like drafting press releases, optimizing content, and
brainstorming, but only 13% say it’s highly integrated.
- AI can supercharge
teams and reduce time-sinks: Teams reported reactive work, content creation, and
measurement/reporting as their biggest time sinks. Conversely, they named
identifying rising trends and issues and summarization of media coverage,
as the areas AI can have the biggest impact on their efforts, illustrating
the efficiencies that can be gained with greater AI integration.
- PR measurement is
entering its next era: While foundational metrics such as reach and media volume are still
widely used, there is growing momentum toward outcome-based measurement
tied to business KPIs. More than one-third of PR professionals say
aligning metrics to business goals is now a top priority. With
insufficient resources and proving ROI cited as the top two challenges PR
teams are facing, it’s key that evolving measurement is key.
- Budgets are flat, but
expectations are higher: More than half of respondents expect little or no change in
PR investment for 2026, despite increased demand for strategic impact.
- Leadership buy-in is
key: Nearly 40% of PR
pros report that company leadership has a limited understanding of their
PR team’s work, despite 36% saying that PR budget is dependent on CEOs,
underscoring the critical need to prove ROI to earn a seat at the table.
- LinkedIn dominates as
the PR pro platform of choice: 62% of PR professionals said LinkedIn was the most valuable
platform for their work, with Facebook and Instagram as the next most
popular at 10% each.
“The world of
PR is defined by constant change, yet our research shows that core challenges,
specifically proving ROI and fighting a persistent lack of resources, remain
front and center,” said John Box, CEO of Meltwater. “What’s different now is
that AI-powered tools are giving teams concrete ways to improve operational
efficiency, gain the insight needed to measure brand performance and ensure the
PR function achieves recognition and investment it deserves.”
Melissa
Waggener Zorkin, Global CEO of We. Communications, says the report also points
to the need for a pivotal shift in how communicators measure success, as AI
solutions can now link communications activity to reputation outcomes and
enterprise value. “PR pros do a great job measuring activity, but we’re seeing
a missed opportunity when it comes to measuring impact. We now have
sophisticated AI solutions that connect communications to reputation and
business value in clear, quantifiable ways, giving communicators the data they
need to show organization leaders how their work drives real results.”
About Meltwater
Meltwater empowers
companies with a suite of solutions that spans media, social and consumer
intelligence. By analyzing ~1 billion pieces of content each day and
transforming them into vital insights, Meltwater unlocks the competitive edge
needed to drive results. With 27,000 global customers, 50 offices across six
continents, and 2,200 employees, Meltwater is the industry partner of choice
for global brands making an impact. Learn more at meltwater.com.
About We.
Communications
We. is a global communications agency helping
brands navigate an ever-changing world. We’ve spent decades at the intersection
of technology and humanity, translating new innovations into meaningful
experiences that connect with people. As change accelerates and expectations
evolve, we use our expertise to help brands communicate through complexity to
drive connection, understanding and progress. We offer a range of solutions with
this in mind, across diverse industries, audiences and stakeholders.
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