From talent to traffic, content to consumer activity, this second annual Cision/PRWeek global survey tells the tale of how data and analytics are reinvigorating the comms function and its business-wide impact.

The job of the PR is changing due to the amount and availability of data. In turn, much focus is now placed on identifying the best tools to harness all that intelligence.

This second annual PRWeek/Cision global survey, however, reveals a twist that underscores a rising commitment to getting data right. When the 410 senior-level marcomms leaders who took the survey were asked to identify the areas they need to improve upon most in terms of technology and data, “talent” was tied with “tools” as the top answer at 36 percent. “Tactics” scored 29 percent.

Download the whole report to find out what else was discovered.

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