The eighth annual PRWeek/Cision industry report recently deployed. PRWeek's Gideon Fidelzeid speaks with Cision’s Katie Tod to dissect key data and highlight what it means for communicators’ day-to-day function.

Since 2017, industry pros have been the main source of a Cision/PRWeek annual report that captures the current state of the comms industry and function. This year’s iteration produced some noteworthy findings. Among numerous obstacles they face, communicators identified “a focus that is too reactive, as opposed to proactive” as the factor that challenges them the most. Though improvement is apparent, effective measurement of earned media’s impact (on multiple platforms) remains elusive for the majority. A healthy focus on Gen AI’s impact and an emerging voice in the never-ending search for optimal influence over consumers round out this in-depth conversation between PRWeek’s Gideon Fidelzeid and CisionOne’s VP of marketing Katie Tod, during which the numbers are converted to actionable takeaways.

Click here to download the 2025 PRWeek/Cision Comms Report.

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