1 in 5 Companies Feel 'No PR Impact': Press Releases Lead in Usage, but Social Media Rivals in ROI

In recent years, PR success has become difficult to measure solely through simple financial metrics like advertising equivalency. Ebi Ramen to Chocolate Mont Blanc ga Tabetai Co., Ltd. conducted a survey of 396 executives and board members familiar with PR activities regarding high/low ROI PR strategies. The results revealed that while 'press releases' are the most frequently used tactic, they are nearly tied with 'social media management' in terms of ROI, highlighting that 'implemented tactics do not equal effective results.' Furthermore, approximately one in five companies reported that they 'do not feel the impact' of their PR efforts. The survey suggests that while PR strategies are diversifying, structural issues such as the lack of KPI design and a mismatch between objectives and methods remain significant challenges.