PRovokeMedia & Purposeful Relations: Global CommTech Report 2023

The Global CommTech Report explores how PR & communications professionals around the world think about and use communications technology. For this, an online survey was conducted between December 2022 and March 2023 with 329 PR & communications professionals from Africa, Asia Pacific, Europe, the Middle East, North America and Latin America.

One of the most striking findings: The discrepancy between respondents’ own assessment of how well they think they use technology and their actual use of it. 67% of respondents from agencies and 52% of respondents from companies consider themselves very competent in using communication technologies. At the same time, however, respondents often do not use the right tools or do not use them at all. For example, CRM software is used by only 46%, and 39% use spreadsheets to manage and track their contacts. Nevertheless, respondents also see many benefits to using communication technologies: Time savings (88%), cost savings (66%), authentication of the accuracy of information (55%), and predictions of possible outcomes (53%). The results show a general underutilization of digital technologies by communications teams and PR agencies. However, it is necessary to put them in proportion in view of the methodology. The full report is available free of charge.