| When it comes to measuring success, PR and corporate communications professionals often face a unique challenge. Unlike digital marketers, who can rely on metrics like click-through rates or cost-per-acquisition, PR strategy efforts have traditionally been measured by more abstract KPIs such as media coverage volume, potential readership, and sentiment analysis. |
These metrics, while useful, can feel vague—and as technology evolves, so should our approach to PR measurement. Today’s PR tools offer more robust ways to track and demonstrate value. Here are five essential PR KPIs that will provide clearer insights, improve visibility, and drive better results for your campaigns.
While impressions aren’t an exact science, they remain an important metric. Tracking potential impressions—whether through publication circulation, unique visitors per month (UVPM), or coverage reach—helps provide context for your campaign’s visibility.
Major media outlets with larger audiences often carry more weight in reaching your key demographics, but don’t underestimate the cumulative impact of coverage from smaller, niche publications. The goal is to deliver your story to the right audience, through the channels they trust, as often as possible.
One of the biggest benefits of aligning PR and digital marketing is the ability to measure shared success. Tools like Google Analytics can shed light on where website traffic is coming from and how PR efforts are driving results.
Under the “Acquisition” tab, you can track referral traffic to see which media placements are sending visitors your way. This not only highlights campaign wins but also helps you tie PR efforts to measurable outcomes, like conversions or leads.
Pro Tip: Ask for backlinks whenever possible. Backlinks not only drive traffic but also improve search engine rankings over time, making them a win-win for your PR SEO strategies.
Learn more about building backlinks and improving SEO here.
Social media is a key PR distribution channel for news and content, making it a valuable source of PR performance data. Beyond tracking impressions, focus on engagement metrics like likes, shares, and comments tied to your media coverage.
Monitor these interactions weekly or monthly to gauge how your campaigns resonate with your audience. By understanding what drives engagement, you can refine your messaging to better connect with your audience and extend your reach.
The adage “any press is good press” doesn’t hold up in today’s landscape. Sentiment analysis is critical for understanding how media coverage impacts your brand’s reputation.
While AI-powered tools can assess whether coverage is positive, negative, or neutral, human review is essential to ensure accuracy. Aim for a higher ratio of positive and neutral coverage, as both contribute to building trust and credibility with your audience.
Share of voice compares your brand’s media presence to that of your competitors. This KPI goes beyond impression volume, incorporating factors like media outlet reputation, sentiment, and brand prominence.
To track share of voice effectively, monitor mentions of your competitors using PR software tools or alerts. Ask questions like:
These insights not only show how your brand measures up but can also help you identify potential media contacts and outlets to target in future campaigns.
Effective PR doesn’t operate in a silo. Just like digital marketing, PR should tie directly to broader business goals. For example, campaigns should contribute to generating high-quality leads, raising brand awareness, and educating audiences about your products or services.
By aligning PR KPIs with organizational objectives, you can demonstrate how PR drives tangible results—whether that’s an increase in conversions, improved brand sentiment, or stronger relationships with target audiences.
These five KPIs offer a strong foundation for measuring PR success, but they’re not exhaustive. The best PR measurement plans start with your organization’s goals and communications strategy. PR efforts should complement and enhance your marketing initiatives, ensuring all activities work together to move the needle for your business.
Want to learn how to streamline your PR measurement process and achieve better results? Check out our Guide to PR Strategy and Planning for expert tips on building a strong foundation and aligning your KPIs with organizational goals.