CISION+PRWeek-2020年传播报告（英文）

MEASURING UP TO THE MOMENT 2020 COMMS REPORTIn a year like no other, this fourth annual Comms Report from Cision and PRWeek tells the story of an industry that is confidently confronting old and new challenges by bolstering its C-suite influence, amplifying its real-time data capabilities and advancing its social media prowess.2 CHALLENGE: ACCEPTED AND CONFRONTEDIn the face of uncertainty, comms is making strides to progress against many longstanding obstacles5 UP TO THE TASKExclusive data highlights specific challenges and how PR is navigating them7 COMMS AMID COVID-19A deep dive into how PR is adjusting to the new reality8 CHANNEL YOUR EFFORTSTaking stock of the social platforms that are most vital to content strategies9 INSIGHTS ON INFLUENCERevealing the voices that most impact consumer behavior10 DIFFERENT PERSPECTIVESComparing agency and in-house responses to various survey questions2020 Comms Report: Measuring Up To The Moment2T here comes a time when a corporate discipline needs to step up for the health and future of not only itself, but also the organization and sector it represents. Perhaps more than ever, that moment for comms is now. PR is being asked to rise to that challenge — and is doing so, suggest the findings of the fourth annual Comms Report from PRWeek and software and services company Cision. Entering 2020, PR had already established itself as a trusted adviser to top management. That status, however, is reaching a new level this year. Of the 314 survey respondents, all U.S.-based PR and marketing professionals, 85% said the C-suite sought the counsel of comms even more after COVID-19 hit our country. The challenges are formidable. The novel coronavirus has left employees anxious about how to safely do their jobs (not to men-tion whether they will continue to even have those jobs). Meanwhile, consumers are worried about how to conduct themselves as the pandemic stretches on.Counsel increasingly sought“I don’t know if the pandemic has changed the mandate of comms, but it certainly has highlighted its relevance,” says Alberto Canal, VP of strategic comms at Panasonic North America. “Priorities have had to be rebalanced. There has been a shift to new strate- gic imperatives.” “More than ever, PR has been connecting with so many other parts of the business, from HR and sales to IR and marketing,” he adds. “This is one of those incredibly challenging times in history where we have been given a platform to show our value and the ways in which we can support the organization.” Marisa Bradley, internal comms director at Ford Motor Co., agrees. “As we have had to grapple with so many unknowns, the role of communications has been elevated, in particular internal comms,” she explains. “It has underscored our need for really integrated partnerships, including with the C-suite and HR teams. Only if we are united can we deliver a clarity and consistency of message, which is so critical right now.”And the survey data indicates comms has