Successfully Digitalizing: The Right Tools

How Digitally Advanced Are PR Agencies?

86% of PR professionals see a significant need for digital transformation in the PR industry.
One-third of PR agencies require better reporting tools.
Canva, Flixier, and EveryPixel are recommended tools for visual content creation.
Common challenges include manual clipping collection and reporting.
Strong recommendations for automated and integrated tool solutions.

The aclipp whitepaper highlights the digital transformation of the PR industry in Austria, focusing on PR agencies and in-house PR departments. The core of the study is a survey conducted among 210 PR professionals who share insights into the tools and software solutions driving the digitalization of PR work. Key findings include:

Need for Digitalization: 86% of respondents recognize significant opportunities for improving digital processes within the PR industry.
Reporting Tools: A third of respondents see substantial room for improvement in current PR reporting software.
Tools and Software: Widely adopted solutions include APA-OTS and OBSERVER ClipManager. Tools like Canva and Flixier are recommended for visual content creation.
Measurement and Reporting: Clipping reports are often still compiled manually, leading to high time investments.
Recommendations: The report emphasizes the need for more automated and integrated software solutions to streamline processes and optimize resource management.