Creative and media pitches rose 11% globally in 2022, but they brought in 35% less revenue compared to the prior year, according to a report from consultancy R3 in February. R3 is seeing the same trend in PR, an area in which some marketers are still wet behind the ears, says Greg Paull, principal.
He says many companies are unsure how to manage earned media—either in-house, through a boutique or a larger agency—leading them to test the waters with project-based assignments. “Marketers are trying to find the right resources to do a lot more earned media. The jury is still out on the best place to do that,” says Paull.
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