Setting clear KPIs and measuring PR success
One of the most frequently asked questions we receive is how PR professionals can effectively showcase the value of their work and measure campaign success, especially when reporting to data-driven sales teams or C-suite executives. The challenge lies in the fact that success looks different for every client, with definitions varying across industries and business objectives.
Challenges Of The Past
The success of a PR campaign was once benchmarked directly against advertising costs. You may recall AVE (Advertising Value Equivalence) as the gold standard in PR reporting. However, we now recognise this metric's limitations, especially when assessing the true impact of print advertising. As digital campaigns take more and more centre stage against the backdrop of the ever-evolving media landscape, most agencies and in-house teams have moved away from this metric. And rightly so—after all, how can a business confidently link a full-page ad to increased online searches for the brand?
This is not to say that a well-planned advertising strategy doesn’t offer significant benefits! However, using advertising spend as a direct comparison to PR activity was never the strongest way to demonstrate our value as public relations professionals.
Similarly, reliance on the total circulation of a publication or online Monthly Unique Visitors (MUVs) as key reporting metrics often felt inflated. While Yahoo! News may attract millions of monthly visitors, not every article enjoys the same level of visibility.
Defining and measuring PR success remains a complex challenge, but we leverage more tangible, trackable metrics to showcase our impact today. Setting realistic and measurable goals ensures that our PR efforts align with the client’s broader business objectives.
Here’s how we approach this:
Defining Objectives
We work closely with key stakeholders to understand their business goals for the next 12 months and beyond. While revenue growth through increased sales is often the end goal, other objectives may come first. These could include:
Enhancing brand awareness among new or existing audiences.
Celebrating a business milestone or launching a new venture.
Positioning key spokespeople as industry thought leaders.
Shifting from a bricks-and-mortar presence to a stronger online focus (or vice versa).
Highlighting environmental and social credentials or manufacturing expertise.
Each objective requires a tailored strategy. Understanding these goals upfront allows us to set meaningful KPIs that measure PR's real impact.
Building the Strategy
Once we establish business objectives, we align PR activities to achieve them. For instance:
If brand awareness is a priority, we identify new target media, pitch relevant stories, recommend industry events, explore partnerships, and refine digital strategies.
If a brand is marking a milestone, we focus on positioning spokespeople for interviews, securing features beyond product-related news, and leveraging company announcements.
If the goal is to build a spokesperson’s profile, we secure expert commentary placements, thought leadership opportunities, and invitations to industry panels, podcasts, and interviews.
If all press releases are created solely to push product or project imagery, the broader story of a business could be missed, and the niche opportunities that might better align with specific business objectives are less likely to come to fruition. It is much harder to position stakeholders for thought leadership opportunities or profiling if little is known about the history of the business beyond the general day-to-day.
A holistic marketing strategy will ensure due focus is placed on each element within both PR efforts and throughout websites, newsletters, and social media content. Working with any agency with long-standing sector expertise in public relations and digital marketing, such as Sandford, ensures all communications are aligned.
Aligning PR KPIs with Business Objectives
Setting KPIs requires optimism balanced with realism. We pride ourselves on honest, strategic counsel. While we cannot promise a four-page interview in The Architects’ Journal or a Q&A in Elle Decoration without a compelling angle, we can craft narratives that appeal to editors and resonate with target audiences.
PR success should align with business goals, contributing to:
Increased website traffic
Stronger brand authority
Enhanced spokesperson recognition
Ultimately, higher sales figures
What Data Analysis Are We Tracking?
Quality vs. Quantity
Gone are the days when PR success was judged solely by the volume of press clippings. Today, the focus should be on quality and relevance. A B2B-focused manufacturer, for example, will place far greater value on a feature in certain publications than a consumer brand might in the same title. Likewise, an interior designer’s target audience will differ from this, too, highlighting the need for a tailored, strategic approach to PR.
We create audience personas for each client and develop a strategic media list tailored to their goals. We analyse publications in detail, considering readership demographics, engagement, and credibility to assess the true impact of secured coverage.
Digital PR Metrics
For digital PR campaigns, we evaluate:
Domain Authority (DA) and Google rankings of media platforms
Audience data, including location, gender, and spending power
Referral traffic and backlinks that drive visitors to the client’s website
Comparative Analysis
Tracking competitors provides valuable benchmarks for success. Share of voice has become an increasingly important metric, offering insights into a brand’s market presence relative to competitors.
This analysis considers the volume and quality of media coverage, audience alignment, and comparative reach. We build a clearer picture of opportunities and industry positioning by examining competitors’ readership, impressions, and DA.
Sentiment Analysis
The notion that “all PR is good PR” no longer holds true. Consumers align with brands that reflect their values, making sentiment analysis a crucial KPI. Positive stories highlighting corporate social responsibility initiatives can foster stronger consumer connections, while negative sentiment may impact revenue - especially if competitors are seen as more socially responsible.
Social Media Impact
Social media platforms like Instagram and Pinterest serve as discovery tools, so social listening has become a key PR metric. Tracking mentions, engagement, and audience growth spikes that follow media coverage provides measurable proof of PR impact.
Realistic Readership Data
PR teams must be transparent with readership data. A feature in The Times does not mean all its readers engage with the piece. AI-powered measurement tools designed for PR professionals now estimate actual viewing figures, providing a more accurate assessment of coverage impact. Sometimes, a niche media title with a smaller, highly engaged audience may yield more meaningful results than a mass-market publication.
Tracking Digital Success
Digital coverage is more straightforward to track than print. Depending on the outlet, we can secure backlinks, monitor click-through rates, and analyse user journeys, tracking increases in inquiries, newsletter signups, and conversions.
Affiliate links further enhance this by directly linking media placements to revenue growth. Many editorial teams prioritise brands offering commission structures, which leads to increased exposure and measurable traffic.
When used correctly, Google Analytics provides a solid platform for tracking PR-driven website traffic. It helps identify which placements generate the most valuable engagement.
Reporting & Analysis
Public relations is dynamic, and our PR measurement guides evolve based on client needs and campaign objectives. We encourage open communication and ensure that PR efforts and content creation align with shifting business priorities.
We provide monthly reports tailored to campaign goals, analysing coverage against key metrics. This ongoing evaluation allows us to refine strategies, double down on what works, and pivot when necessary.
By setting clear KPIs and embracing a data-driven approach, the role of analytics allows PR teams to effectively measure success, optimise strategies, and showcase the tangible value of their work.
Conclusion
Ultimately, there is no one-size-fits-all approach to measuring a PR campaign's success—it depends on the client’s unique goals and business needs.
We strive to set realistic expectations, employ a strategic, data-driven approach to analysing the coverage secured, and ensure that this aligns with broader business goals. By setting clear KPIs, leveraging digital analytics, and focusing on quality over quantity, PR professionals can effectively demonstrate the value of their efforts.
As media landscapes evolve, so must our measurement techniques - ensuring that PR remains a powerful driver of brand awareness, credibility, and business growth. With the right metrics in place, PR teams can not only showcase their impact but also refine strategies for even greater success in the future.
