Communicators have never faced more competition for attention and influence than they do today. With constant information streams—more sources delivering more messages on more platforms—audiences are overwhelmed with noise.
It can seem impossible to shape the perceptions that drive desired stakeholder behaviors critical to business success.
Although many are taking steps to break through, our research reveals these communicators are not positioning themselves to succeed, as nearly 80% of PR campaigns fail to change perceptions.
Changing people's perceptions is even more challenging than creating content that they will find interesting, credible, and authentic, and then prompting them to consume the information.