For years, PR professionals have grappled with the question: How do you measure success?
It’s a valid concern. Unlike paid media, PR’s impact isn’t always immediate or easily quantifiable. However, with the right approach, PR effectiveness can be measured meaningfully.
So we thought we would explore how to measure PR effectively, the tools that assist in this process, and how to select KPIs that align with your strategic objectives.
Start with the ‘Why’ of Your Campaign
Before diving into metrics, clarify the purpose of your PR campaign:
- Are you aiming to raise brand awareness in a new market?
- Position your CEO as a thought leader?
- Support a product launch with media visibility?
- Shift public perception after a reputational issue?
- Open doors to new partnerships or investors?
Without a clear goal, metrics lose their significance. Notably, Muck Rack’s State of PR 2023 report found that 64% of PR professionals emphasize the importance of setting measurable objectives at the campaign’s outset.
Choose KPIs That Fit YOUR Strategy
Once objectives are defined, select Key Performance Indicators (KPIs) that reflect your specific goals .
For awareness-focused campaigns:
- Volume of media mentions
- Share of voice compared to competitors
- Estimated reach/impressions of coverage
- Website traffic spikes following press hits
For engagement and conversions:
- Website referral traffic from media placements (track via Google Analytics)
- Time spent on site or bounce rates for traffic from articles
- Newsletter sign-ups or gated downloads tied to campaign timing
For thought leadership:
- Inclusion in relevant industry media
- Quality of coverage (quotes, headline mentions, key messages)
- Interview requests from other media
For sentiment and reputation:
- Tone of media mentions (positive/neutral/negative)
- Key message penetration (are the right things being said?)
- Stakeholder or customer feedback linked to coverage
Utilize Tools That Provide Insight
You don’t need an extensive budget to measure PR effectively. Consider these tools:
- Google Analytics – For tracking media-driven traffic
- Google Search Console – For monitoring SEO gains from backlinks
- Google Alerts / Talkwalker Alerts – Basic media monitoring
- Meltwater / Cision / Brandwatch – Advanced media intelligence
- Brand24 / Mention – Mid-level tools for online monitoring and sentiment analysis
- UTM Campaign Builder – To track specific content or media outreach
- SEMrush / Ahrefs – For tracking backlinks and SEO visibility
Many of these tools offer free trials or affordable tiers, making them accessible for startups or SMEs.
Consider the Bigger Picture
A 2022 report from the PRCA emphasizes that PR success often unfolds over time. Attribution can be challenging, especially when PR supports broader brand or demand-generation goals.
Look beyond immediate results. Some of the most impactful outcomes may emerge weeks or months after a campaign concludes:
- An investor reaches out after reading a profile in Forbes Middle East
- A competitor adjusts their strategy in response to your media interviews
- A client leverages your feature story in their marketing, enhancing your authority
These instances may not appear on a dashboard but significantly influence perception, positioning, and opportunities.
Ad Value Equivalents: Avoid Them
While some clients may still inquire about the cost equivalent of earned media in advertising terms, most modern PR professionals and industry bodies consider AVEs outdated. They fail to account for tone, credibility, message penetration, or long-term value.
AMEC (International Association for Measurement and Evaluation of Communication) strongly discourages AVEs, advocating for more holistic evaluation frameworks like the Barcelona Principles.
Success in PR manifests as momentum:
- Invitations to comment on industry trends
- Increased brand presence in relevant conversations
- Feedback such as, “We saw you in [X]…”
- Attraction of higher-quality leads, partners, and talent
Effective PR builds over time. Aligning KPIs with business goals ensures that the impact is both measurable and meaningful.
Let’s explore what PR success should look like for your business.
Real PR isn’t just about media coverage; it’s about engaging in the right conversations.
