Horror in PR: The biggest fears of communicators

When asked about their biggest worries on the job, PR professionals said that the development of their PR budget was the biggest concern. The development of their budget is a headache for 34 percent. In second place on the worry scale is the change in the media. One in three respondents is uneasy about the rapid change in the media landscape (33 percent). One in four also fear being overtaken by digital natives (26%), while the fear of insufficient specialist knowledge in the job is not too great. Only 15 percent of survey participants fear that they lack the relevant know-how and will no longer be able to keep up in their job. In last place among the biggest PR worries is the topic of "outsourcing". Just under 250 specialists and managers from media outlets and PR agencies took part in the PR Trend Monitor.The biggest concerns of communicators in detail:1. Development of the PR budget: 34%2. Media change: 33%3. Being overtaken by digital natives: 26%4. Stress: 21%5. Leadership behavior of management: 21%6. Loss of importance of PR alongside marketing and advertising: 20%7. Management expectations too high: 17%8. Lack of specialist knowledge: 15%9. Outsourcing of PR services to service providers: 11%Source: PR trend monitor by news aktuell and Faktenkontor, survey of 247 PR specialists and managers, January 2017.