The global public relations (PR) tools market size was valued at USD 4.55 billion in 2015 and is predicted to gain momentum over the next eight years. The public relations tools market constitutes different tools and techniques used for the effective monitoring of the digital, online, and print media to create comprehensive reports and derive actionable insights from them.
The increasing usage of different platforms to reach out to customers has created a need for developing tools and techniques that can track and control these diverse platforms from a single pane. In addition, the sprawl of popular social networking sites and niche social media is also responsible for creating a demand for media tracking solutions that help optimize the media spending of organizations. These conducive factors are expected to help the market grow in the coming years.
U.S. public relations (PR) tools market by deployment, 2014 - 2024 (USD Million)
The use of the Internet as an information channel has been a great influence for companies targeting the internet users to attract them, which makes the real-time intelligence for such activities a necessity. The new technological advancements and different platforms for data drilling and gathering insights may also have a positive effect on the market growth.
The consumer goods and retail segment has the highest and most profound need for a wider reach and proactive public relations. Hence, the demand for tools to monitor and track the customers in this segment is very high and is expected to remain so in the coming years. The segment was valued at USD 1,360.4 million in 2015.
The growing emphasis on the long-term relation building and organizational storytelling are also creating a demand for the healthcare and IT and telecom industries. The segment is predicted to emerge as the fastest growing industry segment with a CAGR of 16.7% from 2016 to 2024.
The need for creating, streamlining, automating, and improving the processes that may eventually lead to successful campaigns or return on investments is driving the demand for content marketing applications across different channels. The segment accounted for over 70% of the overall industry share
The tools for search engine optimization, social media, and blogging are in demand and will lead the online media segment to grow at a rapid rate over the forecast period. The segment is predicted to grow at a CAGR of 14.5% over the next eight years.
On the basis of solutions, the public relations tools market is segmented into publishing tools, social media and monitoring, content creation and distribution, data aggregation, monitoring and analysis, and relationship management.
Social media monitoring tools are in a high demand due to the predominance of social networks in media channels as the primary way to reach out to the customers. In addition, the role of social media is also changing from a communicator to a platform for generating sales and relations.
The hosted services are expected to be the most dominant in the industry, both in the terms of market size and growth rate. The software as a service infrastructure has many benefits ranging from the afforded flexibility to the cost-effective implementation, which is driving its demand in different sectors. The PR tools that offer on-demand services are also growing in numbers as technology and infrastructures are favorable to this set of operations.
U.S. PR tools market by application, 2015 (USD Million)
The North American region dominates the global market in terms of revenue share and is expected to maintain its position in the years to come, followed by Europe. The increasing adoption of the internet, huge population, and the technological developments taking place at a rapid rate are expected to help the Asia Pacific region grow at the highest growth rate.
The industry is dotted with some major players including Google Inc., Business Wire Inc., Salesforce.com, Meltwater Inc., and Cision AB. The other prominent industry players are AirPR Software, Iris PR Software, ISentia, Onalytica, Prezly, Narrative Science, Rocket Fuel, iPR Software, and Outbrain Inc., among others.
Base year for estimation
Actual estimates/Historical data
2014 - 2015
2016 - 2024
Revenue in USD Million & CAGR from 2016 to 2024
North America, Europe, Asia Pacific, South America, and MEA
U.S., Canada, Mexico, UK, Germany, Russia, Italy, India, Japan, China, and Brazil
Revenue forecast, company ranking, competitive landscape, growth factors. and trends
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Segments Covered in the Report
This report forecasts revenue growth at global, regional & country levels and provides an analysis on the industry trends in each of the sub-segments from 2014 to 2024. For the purpose of this study, Grand View Research has segmented the global PR Tools market on the basis of industry, application, solution, deployment, and region:
Industry Outlook (Revenue, USD Million; 2014 - 2024)
Consumer Goods and Retail
Government and Public Sector
IT & Telecom
Media & Entertainment
Application Outlook (Revenue, USD Million; 2014 - 2024)
Solution Outlook (Revenue, USD Million; 2014 - 2024)
Social Media Monitoring & Management
Content Creation and Distribution
Data Aggregation, Monitoring, and Analysis
Deployment Outlook (Revenue, USD Million; 2014 - 2024)
Regional Outlook (Revenue, USD Million; 2014 - 2024)
Middle East & Africa (MEA)
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