January 03, 2022 / in PR StrategyBest PracticesUS Blog / by Mary Lorenz

New Year’s resolutions are a lot like the hearts of every Taylor Swift song heroine – it’s only a matter of time before they’re broken. But you won’t be able to say that this year – at least not if Cision has anything to do with it. Based on findings from the recent Global Comms Report, we’ve outlined three easy-to-see-through resolutions for PR industry professionals to make this year that will help you take your career to the next level. Find out why we chose these goals – and where you can find the resources you need to get started.

Resolution #1: Develop your data analysis skills.

According to the 2021 Global Comms Report, 91% of respondents agree that “not only do PR pros have to be strong communicators, they have to be strong data analysts.” While PR teams have gotten much better about tracking key metrics like earned media, sentiment and competitive info – thanks to the availability of better tools and technology – making sense of that data remains a struggle. Like any skill, it takes time and practice (and often patience) to develop.

Where to start: Check out our recent webinar, Making Your Metrics Matter: Building a Strategy for Impactful PR, or download our e-book, Making It Count: The Step-by-Step Guide to Monitoring and Measuring the Impact of PR.

Resolution #2: Improve your ability to identify the right journalists and influencers.

Working with journalists and influencers is critical for getting your messages to the right audiences, but only 25% of comms leaders say they are “always” able to identify the right ones to connect with for their stories. With so much movement in the media world, it can be hard to keep up. Consider using an external database (like, oh, Cision Connect for example) that enables you to quickly and easily identify journalists who cover topics that make sense for your story and influencers whose followers are your target audience.

Where to start: Download The PR Pro's Guide To Influencer Marketing Toolkit, which contains resources to help you identify the right influencers and build relationships with journalists. Then subscribe to the Media Moves newsletter to stay on top of recent regional and national media changes, along with industry events.

Resolution #3: Experiment more with content.

Content creation tops the list of comms leaders’ biggest priorities right now, according to the Global Comms report. For many, that means rethinking their content creation process to engage audiences more and experiment with new platforms. If your content creation process could use a refresh, consider adding multimedia to your press releases to increase engagement and repurposing your press releases for different channels to drive even more content.

Where to start: Check out our e-book, The Best Multimedia Content Guide for PR Success and our blog post outlining 7 Ways to Make Your Press Release Go Further.

If you want to take the guesswork out of content creation, give social listening a try. The same survey found that communications leaders are using social listening to learn more about their target audiences – from the channels they use and the brands they engage with to the content they consume and the messages they respond to most – and using those insights to inform their content creation and communications strategies.

Where to start: Check out our e-book, The Art of Social PR: A Guide to Using Social Listening for PR or this guide to content strategy from our partners at Brandwatch.

What are you hoping to accomplish this year? 

From sending press releases that get results to measuring and proving the impact of PR, Cision can help.

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About Mary Lorenz

Mary Lorenz is Editorial Director at Cision and writes about best practices and thought leadership for marketing, communications and public relations professionals. She has a background in marketing, public relations and journalism and over 15 years of experience in copywriting and content strategy across a variety of platforms, industries and audiences.