PR and communications professionals are dumping social platforms Facebook and X in favour of LinkedIn and YouTube, according to a poll.
A survey of 1,116 public relations professionals conducted by Muck Rack between 4 April and 1- May 2024 found that LinkedIn is the platform that communications professionals say they plan to use more in the future.
The poll was conducted for Muck Rack’s latest “state of PR” report which concluded that LinkedIn is now the social media platform PR people value the most, more than X, Instagram, Facebook and TikTok combined.
Gregory Galant, cofounder and CEO of Muck Rack, said the research concluded that communicators are using social listening tools and prioritising platforms like LinkedIn and Instagram to build comprehensive PR strategies.
He added: “In order for brands to build trust and reach audiences where they are, integrating social media with earned media is necessary.
“Whether sharing news or thought leadership or tackling a crisis, we can no longer think of them as two separate channels with separate approaches.”
TikTok also polled well in the latest report, with those surveyed saying that the platform has grown in importance, with the number agreeing with the platform’s importance increasing by 8 percentage points on the previous year’s survey.
Those wishing to view the entire report, can do so here.
Muck Rack is holding a live webinar on the findings on Thursday 27 June with Michael Kaye, director of global communications at OK Cupid, Fatou Barry, founder at PR Girl Manifesto and Nicole Flowers, VP of Media Relations Services at Flowers Communications Group.