As TikTok's popularity among agencies continues to surge, almost half of PR professionals claim they lack adequate digital training

More than seven in ten (73%) communications professionals are expected to use TikTok over the next 12 months, an increase of almost a third (31%) since last year, according to PRCA’s 2022 Digital PR Report. Despite this, 43% of PR professionals claim they have not received enough adequate training to excel in increasingly digital roles.

Despite a downwards trend in industry use of other social media platforms such as Twitter and LinkedIn, further report findings show that the most popular services provided by agencies are content creation (71%), online media relations (69%) and social influencer engagement (66%).

The report also shows how the work of PR and communications professionals is increasingly linked to the Metaverse (49%), Web3 (45%) and NFTs (42%).

PRCA Digital Group Co-Chair Danny Whatmough says: “Once again, the world of digital marketing and PR has seen a shake-up.

“2022 promises to be a year of consolidation after so much turmoil, but this report will leave readers with no doubt as to the direction we’re travelling.”